GALAXY TAB TAXI
|Product||SAMSUNG GALAXY TAB|
|Entrant||CHEIL WORLDWIDE Seoul, KOREA|
|Type of Entry||Use of Media |
|Category||Best Use of Special Events And Stunt/Live Advertising|
|Title||GALAXY TAB TAXI|
|Product/Service||SAMSUNG GALAXY TAB |
|Entrant Company:||CHEIL WORLDWIDE Seoul, KOREA|
|Advertising Agency:||CHEIL WORLDWIDE Seoul, KOREA|
|Thomas Hongtack Kim
||Executive Creative Director
Results and Effectiveness:
The microsite gernered about 1.5 million views, and over 1.2 million visits. On the Tab Taxi Twitter, nearly 2,000 requests were made for a ride in the Tab Taxi. There were over 3,000 followers, 3,000 retweets, and 8 million views within 2 weeks. Users voluntarily spread Tab Taxi videos online. As a result, the uploaded films attracted nearly 6.5 million views. Global marketing and advertising magazines have featured the Tab Taxi campaign as a case study and creative review. Campaign Asia-Pacific and Marketing-Interactive introduced the campaign in several published articles.
"Tab Taxi" is to introduce the product to the consumers in a more engaging but practical sense. Pulling in two popular local comedians as a taxi driver, they travelled in the Tab Taxi, picking up random passengers on the street to give them a hands-on experience with the Galaxy Tab. The dialogue between the comedian and the passenger is filmed in a "reality TV" style. 18 episodes of the passengers testing different features on the Galaxy Tab were uploaded on the microsite. After launching the microsite, Tab Taxi's twitter account was opened to enable people to book a free ride on Tab Taxi. We also posted Tab Taxi posters on the streets. Based on a mobile GPS service, passengers can find out where the Tab Taxi is by scanning the QR code as seen on the posters.
Insights, Strategy and the Idea:
To position the Galaxy Tab as a very useful device with multiple functions in our daily life.
Taxi is an excellent from of media to meet various people. Most people do nothing during a taxi ride, and during that time they can get a perfect opportunity to experience the product. Plus, Galaxy Tab has a built-in navigation system that can be helpful to a taxi driver.