Smart Billboard
Samsung
Issue 43 | June 2017
Agency
Leo Burnett Israel
Creative Team
VP Creative: Ami Alush VP Client: Limor Michaeli Copywriter: Oren Ben-Naim Art Director: Meital Miller
Production Team
Producer: Menny Zarhia
Other Credits
Chief Executive Officer: Adam Polachek Account Supervisor: Inna Tubin Account Manager: Sapir Aharoni
Date
March 2017
Background
A regular watch can nowadays be seen as a valuable accessory. Such a timepiece is a symbol of power, elegance, and in some cases, attests to the social status of the wearer.
But since consumer’s needs have evolved, most of them have given up wearing beautiful wristwatches in favour of smartwatches — miniature internet-connected supercomputers capable of displaying different types of information and doing lots of tasks. Though useful, these gadgets have a weakness: their unattractive design means they don’t always suit the fashion statement of the wearer.
So how could you communicate the fact the new Samsung Gear S3 smartwatch combines advanced technology features with exquisite aesthetics under the appearance of a traditional watch?
Idea
How? By creating a media that is ‘Classic from the outside but revolutionary from the inside’ like the Samsung Gear S3 smartwatch.
To do that the idea was to take a classic medium - like OOH bus station advertising – and revolutionize it by making it smarter from the inside: and so was born the Samsung LIVE stream broadcast bus poster. An outdoor billboard that engaged and interacted with commuters in a way they did not expect and surprised them. The exact same narrative people experienced when wearing the Samsung Gear S3 smartwatch.
Samsung Gear S3: “It looks like a regular watch but surprises everyone.”
Results
- Over 1 million views.
- Worldwide coverage of the innovative use of media.
- Approx 2M$ media impression.
- 10% growth in Samsung Gear S3 sales (a lot in terms of an early adaptors’ product)
- Singled out as ‘Best Technology Ad of the Month Worldwide’ – Adforum March 24th 2017.