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19 June - 31 July 2017

Project Name

The Wettest Town Showdown

Objective

Drive Galaxy brand desire and saliency and active consideration of Galaxy S8.

Elevate locally relevant brand and product stories to drive emotional attachment via digital and social channels. We show how Galaxy S8 can help unconfine the lives of two towns competing for the title of Australia’s wettest town – only with the water resistant and low-light camera of Galaxy S8 can this rivalry be settled.

Tactic

We had a job to do in bringing to life the product features in a locally relevant way that "pulled at the heartstrings" in some manner, in order to move Samsung away from a cold techy brand, to a lifestyle and relevant brand.

Rationale

Audience

Mass

Results

Creative performed above benchmark on recall (18%), very strongly on branded (92%), and delivered positive impacts on brand metrics (proud to own 63%) and consideration (67%). The Australian theme is engaging and the message comprehension is very clear with 75% recalling the water resistance message. Hence the ad delivered a very strong on-brand communication, effectively creating saliency for the Galaxy S8.

  • Owned (Email, Dotcom)

  • Paid (Social, YouTube)

  • Earned (PR)

Creative

CREATIVE

Water Resistance Campaign
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