Instant Satire
Samsung GALAXY Note 2
Issue 27 | July 2013
Agency
Colenso BBDO/ Proximity New Zealand
Creative Team
Creative Chairman: Nick Worthington Creative Director: Levi Slavin Art Director: Anna Stickley Copywriter: Ben Polkinghorne
Other Credits
Group Account Director: Justine Boyd Planner: Andy McLeish Mobile Communication Manager, Samsung: Rachel McAuley Marketing Director, Samsung: Mike Cornwell Media Strategist:, APN Digital: Jason Sullivan Melissa Evans Senior Planner, Starcom: Toby Yonge Agency Producer: Amanda Theobald Digital Creative Director: Dan Wright Digital Designer: Craig Thompson Digital Developer: Vikash Deepchand Agency Producer: Jen Storey Production Company: ToyBox Production Company Producer, ToyBox: Nanette Miles Cartoonist: Peter Bromhead
Date
December 2012
Background
The aim of this campaign was to launch the Samsung GALAXY Note 2 in the New Zealand market.
Almost a combination of a typical smart-phone and a tablet, the phone came with a stylus – aptly named the S-Pen.
The key benefit of this was that it allowed for instant and effortless creativity.
Idea
News is available instantly online yet the humble newspaper cartoon still lags a day behind. So Colenso BBDO enlisted Peter Bromhead, New Zealand’s most respected and awarded cartoonist and the Samsung GALAXY Note 2, which is perfect for effortless and instant creativity.
During the month of December, Peter reacted instantly to top online news stories and using the phone, drew a cartoon that then appeared instantly next to the story it related to.
The cartoon could finally keep up with the news and the Note 2 went beyond the banner, to become part of the content.
Results
The ads achieved a click through rate four times over the category benchmark.