ENGAGING THE YOUNG FESTIVAL-GOERS Recently launched on the Romanian market, Samsung S9's objectives for the summer of 2018 were to generate extra-awareness for its brand-new camera, while getting an engagement boost among the youngsters. Since we were talking to young people, always looking for fun experiences, the summer music festivals represented a major contact point. However, all the brands addressing this target were swooping in to get a piece of the festivals pie, turning them into a more and more crowded landscape of brand activations. Finding a way to make S9 stand out was a real struggle. Since we had to keep building awareness for its camera, our mission became presenting this key feature in the most contextual way, tapping into the festival-goers needs and behavior.
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Strategy: CREATING AND SHARING COOL EXPERIENCES In terms of target audience, we were obviously talking to the young festival-goers. They do not only highly value experiences, but are increasingly spending time and money on them: from concerts and social events to cultural experiences and events of all kinds - 29% of millennials have attended a music festival in the last 12 months, compared to only 17% in 2014. *source: Eventbrite - The Experience Movement, December 2018 For them, happiness isn’t as focused on possessions or career status. Living a happy life is about creating and sharing memories earned through amazing, one of a kind experiences. AN EPIC WAY TO STAND OUT IN THE FESTIVAL CLUTTER To make S9 stand out in the festivals clutter and keep building on its camera innovation, we had to prove its superiority in a relevant way both for the people and for the context. So, we started from a fundamental truth of the young festival-goers: what they love the most is creating and sharing cool experiences on social media. - Facebook is the top smartphone app 84% average of active reach for the 15-35 YO users *source: Nielsen, Q3 2017 Our strategic idea was to turn the new S9 into the perfect tool for capturing the most epic summer moments.
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