Samsung Tab

Client/Brand: Samsung RomaniaCampaign: Galaxy Tab 10.1 is looking for the Star ApplicationDate Beginning-End (september/2011 - december/2011)

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The story

The launch of the new Galaxy Tab 10.1 has been the biggest launch of 2011 for Samsung and the expectations were sky high. The global campaign was communicated under the concept “More possibilities on the go” and the focus was on showing the features that make the tablet a great device for playing and for working.

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Our Idea

• Our Idea was to create five different Tab 10.1 applications and in the process involve both the developers and the end consumer. But we needed five ideas first that correspond to five different needs. So we challenged five key opinion leaders (TV local stars) from different domains to come up with an application idea that would be useful in their lives.

• They accepted and after only two weeks we had 5 excellent ideas ready to be developed. With each KOL we made a short movie presenting their ideas and we put it on our campaign website.

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Execution

1. Website: http://www.galaxytabapps.ro 2. Video banners:Cabral Ibacka: http://www.galaxytabapps.ro/cabral-ibacka.php Andi Moisescu: http://www.galaxytabapps.ro/andi-moisescu.php

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The campaign• Afterwards, we challenged the Romanian developers to enter into the

competition: the one that develops the best application according to the jury will win the big prize, 2500 Euro and a Galaxy Tab. To do that, they had to enroll on the campaign’s website. After a selection process, 15 developers were chosen to develop the applications (3 developers per application). A briefing session was organized between the KOL and the developers and at the end of it they were good to go.

• Using paid media but mostly the media around KOL we asked end consumers to be part of the developing process by adding new features and propose improvements to the original ideas. Each KOL communicated with their fans and followers on their blog or Facebook pages regularly inviting them to support their ideas and to share their opinions.

• At the end of the competition Samsung had chosen the winning application

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Results

• 27 developers entered the competition.

• One outstanding application won the competition. The application is available in Samsung Apps for everybody to use free of charge. Download App: http://bit.ly/IEdhZO

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Results

• 104,000 visits came to the website during the campaign.• More than 2000 people were actively engaged both on the website

and on the social media accounts of the KOL. • The campaign generated around 900 000 free impressions.