All eyes on S4
Swisscom AG
Issue 32 | September 2014
Agency
Heimat Berlin
Creative Team
Chief Creative Officer, Founder: Guido Heffeis Creative Managing Director: Myles Lord Creative Director: Michael Schachtner Copywriter/Creative Director: Raphael Hermann Art Director: Lucas Schneider Junior Copywriter: Luis Jahner
Production Team
TV Producer: Alexander Munzer Executive Producer: Rainer Spix, Philipp Petersson Producer: Alke Gessler, Kalle Petersson Director: Kai Sehr Camera: Tobias Dengler Editor: Daniel Kundrat Postproduction: Who’s mcqueen picture GmbH
Other Credits
Account Manager: Christina Muller Chief Strategy Officer: Andreas Mengele Strategy: Sven Koesling
Date
May 2014
Background
In 2013, Swisscom and Samsung joined forces to launch the Samsung Galaxy S4 Smartphone in Switzerland. The task was to create a buzz around the new device and leverage earned media to reach the masses and attract new customers.
Idea
In 2013, Swisscom and Samsung joined forces to launch the Samsung Galaxy S4 Smartphone in Switzerland. The task was to create a buzz around the new device and leverage earned media to reach the masses.
The target audience was Swiss Smartphone users and yet-to-be users. Samsung has leading innovations, but needed to stand out of a noisy category. Swisscom wanted to prove to be the ultimate companion and build an emotional connection to the brand. To achieve these objectivesthe idea was to take advantage of the S4's unique features: eye-tracking technology- and invited the audience to a staring contest.
The S4 was placed inside a special CLP billboard and challenged people to stare at the phone for 60 minutes to win it. All the while players were presented with a series of outrageous distractions around the CLP played by professional actors, stuntmen and celebrities.
Results
- 4,1 million views, 20,040 likes and 139,577 shares of Youtube video, featured on Reddit.com front page.
- #3 on the Global Viral Video Chart 2013 (cw 23)
- #1 on Mashable Global Ads Chart (04.06.2013 )
- Swisscom's Channel moves from #12 to #2 in Swiss Youtube ranking
- 1,5 million views of live stream
- 151.000+ interactions on the microsite
- featured by: Mashable, Huffington Post, Gizmodo, CNN-Money, Forbes, Fortune, Business Insider, AOL TV, RTL TV, Mobile-Review, LiveLeak, Pocket-Lint, amongst others.
- over 12 Million Ad Impressions in Switzerland
- 1 in Swiss people reached
- Samsung Galaxy S4 reaches 'Bestseller' Status in Swisscom store.