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GEAR S3 CAMPAIGN

November - December 2016

Project Name

Gear S3 Local Launch Campaign

Objective

Drive awareness, consideration, and conversion of Gear S3.

Announce Gear S3 via high impact placements that allow storytelling, clearly communicating the benefits via contextually relevant environments, driving conversion of in-market audiences with compelling offers.

Tactic

  • High impact / high traffic placements allows reach at scale

  • Benefit-focused social creative effectively communicates value via shared human truths

  • Contextually relevant messaging provides cut-through

Rationale

Audience

Mass - Upgraders and Switchers

Results

  • Sales results as of 30th Nov 2016 were 6x greater than Gear S2 for the same period

  • Digital: Average digital CTR above industry benchmarks, YT drove most interactions on site, OLV most volume, display 30% of "add to carts"

  • OOH: Delivered beyond R&F targets

  • TV: All markets, except Adelaide, delivered within a 5% tolerance of R&Fs

  • Social

  • Display

  • YouTube

  • OLV

  • OOH

  • TV

Creative

CREATIVE

Gear S3
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