86343601-F551-413A-A2C5-4C91B1960AAF Created with sketchtool. D1681562-9B56-4AA3-A659-E4329F356674 Created with sketchtool. 934F8DA0-9E27-42BD-8CE3-D245838B7017 Created with sketchtool. ABBF01E5-99A9-4F8E-A5B6-D8D0DFCAA1DF Created with sketchtool. 52B86ADF-15D7-4BEB-87CA-3619D1900DF7 Created with sketchtool. 7589DD6C-9BE1-49A5-8D68-4F50FBA8B794 Created with sketchtool. close button Created with Sketch. 6BB0D236-0C4D-43DD-9499-76C2156B2D45 Created with sketchtool. 2C0B0BEE-6DF1-41ED-96BE-B08D012E4E7E Created with sketchtool. 0C8DBC52-E08E-4F0A-AE54-AE9BB73113CC Created with sketchtool. instagram Created with Sketch. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. C9FD7B3E-0845-41B2-ACCB-6714158590FB Created with sketchtool. 9390E317-BF7B-47ED-B954-052183D5FB1C Created with sketchtool. 33AF606F-4AB8-48BF-88F5-131EAFCB6433 Created with sketchtool. 8318C22D-D94B-44A9-AB45-C1392FAA4A70 Created with sketchtool. 61A8DE16-3685-4C96-8420-67656881EA29 Created with sketchtool. D1CB3555-9A1D-4970-80EF-E3ABD5BACF7D Created with sketchtool. F80B5C4D-057D-4477-AF86-E46BC62AC7A4 Created with sketchtool. Search icon Created with Sketch. A3C99BA3-E981-44D5-BCA9-B1C8A5D09E36 Created with sketchtool. BC8D40A0-6611-4C38-8AD4-8E2D17FA6DC3 Created with sketchtool.

Category

Award

SAMSUNG OMNIA ON AXN'S EBUZZ

ClientSAMSUNG ASIA
ProductSAMSUNG OMNIA
EntrantSTARCOM MEDIA WORLDWIDE Singapore, SINGAPORE
Type of EntryUse of Media
CategoryBest Use of Television/Cinema
TitleSAMSUNG OMNIA ON AXN'S EBUZZ
Product/ServiceSAMSUNG OMNIA
Entrant Company:STARCOM MEDIA WORLDWIDE Singapore, SINGAPORE
Media Agency:STARCOM MEDIA WORLDWIDE Singapore, SINGAPORE
Credits
Name Company Position
Jacqueline Pavich Starcom Media Worldwide Regional Director (sea)
Victoria Ng Starcom Media Worldwide Manager
Evelin Teo Starcom Media Worldwide Media Investor

Results and Effectiveness:

Omnia became one of the most successful phones in Samsung’s portfolio in terms of sales in target countries. Our partner selection, show selection, and timing were spot on. During the four weeks of the Omnia campaign, we were attracting viewing figures that were 36 per cent higher than the previous month in Singapore, Malaysia, and the Philippines, reflecting the excitement of the Grand Prix. Viewership for the premiere of each show was up 15 per cent. These sky-high viewing figures meant that our content was seen 12.4 million times, by 2.55 million people in the above three countries.

Creative Execution:

We partnered with AXN’s eBuzz, a lifestyle magazine program popular with Samsung’s “young-minded” audience, weaving Omnia into segments highlighting its daily lifestyle applications. Timing was fortuitous. Omnia’s roll-out aligned with eBuzz coverage of F1’s Singapore Grand Prix – the first-ever night race. During five-minute segments shown in-program, host Jaymee Ong roamed Singapore, showcasing Omnia’s extraordinary capabilities, seamlessly incorporating key phone features into her experiences. Using the Omnia, Jaymee captured pre-race excitement and surrounding events: - Puccini’s Turandot Opera: demonstrated the video recording and playback function while filming a cast interview - Singapore GP Race Track: detailed GPS functionality during a drive around the track - Singapore Biennale: captured photos of artwork to highlight the camera functions - Amber Lounge Party Locale: showcased the Video Call, Email, MSOffice and Business Card Reader functions while networking with glamorous people Additional exposure was gained with re-edited 30-second vignettes which aired repeatedly across AXN.

Insights, Strategy and the Idea:

The touchscreen smartphone market in Asia is hot, with many devices competing for attention, each with exciting new features. The rapid evolution of mobile phone offerings in the region means much of Samsung’s differentiating handset technology is getting lost on consumers, and even the most tech-savvy consumers aren’t even scratching the surface of the enhancements a mobile phone can bring to their everyday lives. It was becoming increasingly challenging for Samsung’s traditional marketing approaches to communicate all of the great new product features to their core target – “young-minded consumers” with high expectations for their mobile phones. These highly educated big spenders lead fast-paced socially centered lifestyles; their technology needs to keep up with their growing demands for on-the-go connectivity and function. While local market campaigns were working to drive product awareness, Omnia’s regional launch campaign required a platform that could bring the phone's technological advancements to life for consumers.