Our task was to launch the Samsung Galaxy Note 3 smartphone and Gear smartwatch, and build credibility amongst young creative Australians, who naturally gravitated towards products from major competitor Apple.
The Samsung Galaxy Note 3 and Gear are packed full of features that make it easy to be creative. We had to do more than just tell people about these features; we had to prove this claim in a way that would be compelling to our audience of young creative-minded Australians.
And to do that, we had to put the Galaxy Note 3 and Gear’s creative credentials to the test.
In collaboration with Baz Luhrmann, we created a filmmaking project called The Shoot - where young creatives would make a film worthy of a gala premiere at the Sydney Opera House, using the Galaxy Note 3 and the Gear.
Through social, digital, and ATL advertising, we asked young creatives to make a submission to join The Shoot’s crew. Out of the entrants, ten young filmmakers were selected to spend six days at the National Institute of Dramatic Arts.
During their time there, they would use the Galaxy Note 3 and Gear to make a short film, from script to completion. And along the way, they would be mentored by top industry professionals, and receive a master class from star director Baz Luhrmann.
Finally, the short film created by our ten young creative made a gala premiere at the Sydney
Opera House – hosted by Baz Luhrmann and The Sapphires star Miranda Tapsell.
Along the way, every bit of their experience was documented and featured as video content, which we used in a social and online as product demonstrations for the Samsung Galaxy Note 3 and Gear.
The Shoot was a huge success, exceeding our ambitious targets for content views, earned media coverage and social impressions - sometimes by factors of more 300 per cent:
• The campaign generated over 31 million impressions globally through PR and social (approximately 1100% of target)
• In total, The Shoot’s videos collectively gained more than 1.7 million views on YouTube (approximately 380% of target)
• They also trended in the Top YouTube 10 videos for Australians aged between 18 and 25 during the campaign period.
• In addition, the campaign generated an advertising value equivalent of $15,078,619 (approximately 750% of target)
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