Samsung Omnia
Campaign: Samsung Omnia
Date: April 2009
Target Audience:
Demo: Female 50% / Male 50% > 25 to 54 years old
Objective: To use digital out-of-home as a competitive advantage in order to promote the launch of Samsung’s new phone Omnia:
- Target key geographic areas within the Canadian market to increase audience frequency
- Increase brand and product awareness by using breakthrough creative and media messaging
- Demonstrate the features and user experience of the new handset
Execution: Working closely with Cheil Communications, ADCENTRICITY with the help of our platform system ADVenue was able to identify a network of 650 screens in restaurants, bars, nightclubs, and convenience stores within a 30-mile radius of the targeted metropolitan areas in Vancouver, Calgary, Edmonton, the GTA and Montreal, with a high frequency of 25 to 54 year olds.
Results: Samsung hired Ontario-based Pattison to research the level of impact that using digital out-of-home had on purchase consideration among the target market. Using intercept studies conducted in downtown Toronto around TD Centre, Eaton's Centre and The Bay Centre at Bloor, Pattison found that the campaign helped Samsung achieve brand-awareness levels in the high 90+% range in the case of aided recall; and unaided brand awareness was 73%, or a whopping 49% more than in the previous year. In addition, 41% of those polled—and 47% of those polled that recalled the campaign ad—said they would consider purchasing a Samsung cell phone.
ADCENTRICITY along with our network partners were able to over deliver in ad plays with a total of 837,691 plays and 1,111,060 audience impressions.
The success of this campaign inspired Samsung to dedicate 90-95% of all media to digital out-of-home for new wireless-product launches (according to David Mear, Cheil Communications). The company has already used the medium to promote previous launches including the introduction of its Slide and Instinct models.
