Starcom MediaVest Group - ConverSam

Category: Best Content Marketing Project

Client: Samsung

Year / Domain / Status: 2016 / Technology / Participant

Strategy description:

In the recent years the controversy about the effect of gadgets in our lives has been ever increasing. More and more worldwide brands have created award-winning campaigns urging people let the gadgets aside in favour of real human interaction. Psychoanalysts are drawing attention on the gadget addiction and its dangerous effects – from human alienation, to loneliness, to depression. More than that, there are a lot of commuters and most of the young ones already use technology to pass the time. But in this case, instead of connecting people, technology isolates them. If you take a look in the subway or in a bus they all seem autistic, cut off from the rest of the world. Samsung believes that tech evolution has a much greater potential of bringing people together than alienating them. Through gadgets people have come into contact in ways that would have been impossible 5-10 years ago. It was in this spirit that, in October 2015, we took on the most difficult task: to turn the most iconic instance of alienation – commuters acting like robots with their smartphones – into an intriguing instance of human connection. The communication target was 18-24, based on their natural affinity for such apps. Young vloggers excited about our innovation promoted the app to their followers extending our target to even younger age, 14+.

Execution:

The initiative consisted in a social app that enabled strangers to interact on a proximity base. The innovation of the app consists of 2 major aspects: - Intriguing anonymity: there are no profile pictures, no description, no pick-up line. The users just set a nickname. Thus, one may be talking with the person right next to him, without even knowing. This features encourages genuine human interaction of all kinds, uninfluenced by the looks of one person, or the romance intentions of another. - Playfulness beyond words: while all the other social apps limit the interaction to conversations and maybe photo sharing, ConverSam enables users to doodle together and to take simple matching tests that can ignite future interactions

Case visual: