The concept: Dual-screen
To launch
its Gear fit and Gear 2, Samsung created a dual screen campaign to demonstrate
how its device can help people stay connected anywhere at any time.
Thanks to the
application called an “another me”, users can visual 2 teasers on different
phone. One telling the the story of Anais Bordier, the other the one of Samantha
Futerman, twins who were separated at birth. They met at the age of 25 thanks
to Facebook.
To fully
live the experience, it is necessary to connect two mobile of the company and
append them. That's when everything takes shape: the two videos interact, soundtracks
complement, and a visual game between the two screens is created. The
application also offers the possibility to conduct its own story on dual
screen using photos and videos of each terminal.
The
originality of the campaign: A mix of sentiment and technology
I would
like to attract your attention on the use of sentiment in advertising. Advertising agencies know how to play with consumers’
feeling to send a particular message to the potential consumers who will memorize
it easier that way. There are various advertisements that rely on feelings whatsoever joy,
happiness or fear.
Samsung created
a very sensitive campaign showing the links created by its phones. But why did
they not imagine an interaction with social network? Notice that without them this amazing story
wouldn’t have existed.
Results: sentiment still work on people
1, 5
million views within 10 days
96%
approval rating on YouTube
Awareness
and preferences reached nearly 50%
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