SAMSUNG GALAXY S5
CAN YOUR SMARTPHONE DO THAT?
MY ROLE
Development of a creative idea, concept and character of the heroes, development of plots for the main advantages of the product, art direction and design of advertising materials.
Development of a creative idea, concept and character of the heroes, development of plots for the main advantages of the product, art direction and design of advertising materials.
PURPOSE
Attract a new CA of young people who choose a smartphone, weighing all the pros and cons, and not because it is an Apple.
Attract a new CA of young people who choose a smartphone, weighing all the pros and cons, and not because it is an Apple.
BEHAVIOR PROBLEM
Smartphone owners who fanatically choose Apple see only positive aspects in their devices. On the other hand, there are those who do not really like the situation when the smartphone quickly ends charging or it quickly destroys by the water. They base their choice on a rational basis and choose the best and most advanced devices at any given time.
Smartphone owners who fanatically choose Apple see only positive aspects in their devices. On the other hand, there are those who do not really like the situation when the smartphone quickly ends charging or it quickly destroys by the water. They base their choice on a rational basis and choose the best and most advanced devices at any given time.
IDEA
Show by simple examples, that the new smartphone Samsung Galaxy S5 surpasses the latest models of the market leader Apple smartphones.
Show by simple examples, that the new smartphone Samsung Galaxy S5 surpasses the latest models of the market leader Apple smartphones.
KEY PLATFORM
On the example of two friends of fashionable hipster Innokenty (Apple lover) and his best friend Sergei (owner of the new Samsung Galaxy S5) we show life situations in which Sergei is together with a beautiful girl, saves a party or wipes his nose Innokenty in a fitness club, thanks to the smartphone. The key message for communication is divided into two parts: the first is rational with the advantage of the Samsung Galaxy S5 product, and the second is emotional: «Сan your smartphone do that?»
On the example of two friends of fashionable hipster Innokenty (Apple lover) and his best friend Sergei (owner of the new Samsung Galaxy S5) we show life situations in which Sergei is together with a beautiful girl, saves a party or wipes his nose Innokenty in a fitness club, thanks to the smartphone. The key message for communication is divided into two parts: the first is rational with the advantage of the Samsung Galaxy S5 product, and the second is emotional: «Сan your smartphone do that?»
RESULT
The company attracted a huge target audience of young people who bought the Samsung Galaxy S5 because it really met their expectations. Many Apple owners have reconsidered their attitude to the Samsung brand and expressed their willingness to change their next smartphone to Samsung.
The company attracted a huge target audience of young people who bought the Samsung Galaxy S5 because it really met their expectations. Many Apple owners have reconsidered their attitude to the Samsung brand and expressed their willingness to change their next smartphone to Samsung.
