Premiile obtinute la FIBRA #2:
- GOLD FIBRA @ Branded Apps
- GOLD FIBRA @ Branded Tech
PRESENTING THE CASE
Campaign / Execution Summary
As display industry leader and a brand involved in wellbeing of the society, Samsung was always motivated to reassure users of the best experience they could get out of products, no matter the condition they use them.
To prove the power of innovation, Samsung decided to create the tool which allows people with Color Vision Deficiency to get a diagnose of their condition, as there are multiple types of color blindness. After they were diagnosed using SeeColors app on premium Samsung smartphones, they could improve the image they see on Samsung Smart TVs. So, even those suffering from CVD could enjoy images in full color.
In the first stage of our campaign, we wanted to draw attention on this condition and encourage people to test their vision. To do so, we invited them to take part in a special event, based on colors. During the event, we challenged media to imagine life in full colors vs life of those not seeing all specter of colors.
The second stage of our campaign was focused on promoting SeeColors, so everyone could download it and test their vision.
We communicated in all medium, from bloggers and influencers to traditional and digital media. We selected bloggers from different areas, to make their audience understand the importance of color in everyday life. And how could we better show the impact of colors in people’s lives if by not addressing segments that are strictly related to color, like entertainment or interior design. So, we challenged two renowned bloggers to imagine how they could work or enjoy life when deprived of colors by deuteranopia. Our goal was to make them and their communities aware of how important color can become when you don’t have the full perception of it.
We showed people that the core of our innovation is at the base of new TV lines, and thus we create an ecosystem of products working together to improve people’s lives. Everyone can use the smartphone to diagnose and the same diagnose is available on smart TVs, which is recalibrated after the test. In our campaign, we discovered touching moments of a painter, a photographer and a student seeing the colors for the first time. The sunset has a whole new dimension for the young painter seeing more color. And we thought these cases could never happen. But color has a way of changing the beauty around us.
CONTEXT / PROBLEM / OPPORTUNITY / INSIGHT
Worldwide, almost 300 people suffer from color blindness. Color blindness, also known as color vision deficiency, is the decreased ability to see color or differences in color. Color blindness can make some activities difficult, like buying fruits, picking clothing, and reading traffic lights can be more challenging.
Color blindness affects approximately 1 in 12 men (8%) and 1 in 200 women in the world. While this is not perceived as a serious medical problem, like heart disease or cancer, the CVD can negatively impact the quality of life.
Samsung launched its recent solution available on a Samsung Smart TV, which can improve the entertainment experience.
CAMPAIGN OBJECTIVES:
- Number of downloads
- Raise interest on Samsung power of innovation
- Strengthen the Samsung perception of a proud to own brand
- Drive interest for the Samsung Smart TV series and the smartphones that support the See Colors app
TARGET GROUP
People in Romania spend more time than the average European in front of the TV, therefore it is highly important to have the best quality of image.
As color perception is subject to people’s experiences, CVD is a symptomatic condition, so people may not know they have it. So, we focused on both men and women, young millennials who may not know they have this condition and parents that should test their children and use the Samsung solution.
More than that, people with such a condition are always connected to news about treatments and new discoveries. So most likely, people with CVD will be the first to install our SeeColors app, once they hear of it. So, we researched our potential target: mostly men, aged 18 to 35 years old. They are tech enthusiasts, are active in social media and use both desktop and mobile devices and apps.
RESULTS
Although it is a niched mobile app, we exceeded the expected download KPI with 22%, reaching more than 15,000 downloads
Samsung earned more than 18% increase in awareness level and decreased the buying intention of competition with 25% (post campaign research, available on demand)
Most important – more than 5 Million people found out about the existence of Color Vision Deficiency (Romanian – “discromatopsie”)
INFO
Agency/Company: Samsung
Entry Case Title: SeeColors
Brand: Samsung Romania
Client: Samsung Romania
CREDITS
BC Manager- Leo Burnett: Nicoleta Pena
Art Director- Leo Burnett: Maria Guseth
Senior Strategic Planner- Leo Burnett: Irina Carbunescu
Art Director- Leo Burnett: Mihai Mateescu
Chief Creative Officer- Leo Burnett: Razvan Capanescu
Account Director- Starcom: Ilinca Nitu
Digital Planner- Starcom: Anca Ludu
PPC Manager- Starcom: Virgil Pascu
Digital Programmatic Advertising Manager- Starcom: Alexandru Sonia
Senior PR Manager- MSL Groupe The Practice: Alina Munteanu
PR Consultant- MSL Groupe The Practice: Sarah Stan-Boustani
Copywriter- Leo Burnett: Alexandra Bombita
