|Subcategory||PR driven integrated campaign|
|Entrant agency||Cheil Russia|
|Brand||Samsung Galaxy S7|
|Advertising agency||Cheil Russia|
|Production agency||Red Pepper Film|
|Associate creative director||Mitya Yusov|
|Digital Creative Lead||Dmitry Sherbakov|
|Art director||Alena Klepikova|
|CREATIVE PRODUCER||Danil Golovanov|
Most people live within the constraints that they create by themselves. Samsung, the leading smartphone brand in Russia, stands for innovations that improve people’s lives. The brand creates things that can’t be made so that people can do what they thought can’t be done. Samsung wanted to inspire general public to push beyond their own comfort zone and understand that daily life has much more to offer than they expect. Goals: strengthen perception of Samsung as a brand that cares, engage general public in the brand culture and values through socially oriented product content. All these goals are set to increase PTO of the brand.
We told general public that their opportunities are limitless. The story of Alexander Zhuravlev – a blind traveler who makes beautiful photographs — inspired people to make them see their own opportunities.
1. Online-film about Alexander Zhuravlev 2.Website “Over the Horizon”, containing the online-film, Alexander's photos and the special ‘inner sight’ section enabling users to experience the world through Zhuravlev’s restricted vision 3.The project was promoted by the largest visual Shazam search ever used in advertising. Members of the public were able to access the project website by Shazam-ing the 28-storey “Hydroproject” building which has a façade that is the biggest Samsung-owned media screen in Moscow 4.Offline exhibition 5.Owned media 6.Special project on Zuzza.com, an online trade gallery of original photos This initiative also helped raising funds for The White Cane charity fund through sales of Alexander’s images
700+ mentions in the media portals; 100 000+ posts in social networks; 1,5+ million Shazam contacts; 50+ million people – media coverage Brand Pride +33% (PTO relative gap between recognizers and non-recognizers)