Effies
Australia
Samsung Galaxy Tab S2: A data love story
Agency
Leo Burnett Sydney
Client
Samsung
Awards
Bronze
Other Consumer Goods
Bronze
Use of Data
Summary
This is story of data meets data. A tale of bringing together data from two different worlds, big and small, to launch a new tablet in an original way; the Samsung Galaxy Tab S2. We used big data to identify trends and behaviour within the category and small real time data to target our message. Allowing us to entice our audience to get closer to the things they love on a Galaxy Tab S2.
Successfully shifting our share of the tablet market from 25% to 33% and from 19% to 29% of the much sought-after premium segment.
Case study
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Credits
| Executive Creative Directors | Grant McAloon / Vince Lagana | ||||||||
| Creative Group Head Writer | Nigel Clark | ||||||||
| Creative Group Head Art Director | Adrian Ely | ||||||||
| Senior Producer | Rachel Devine | ||||||||
| Client Services Director | Amanda Quested | ||||||||
| Senior Business Director | Brendan Swansborough | ||||||||
| Planning Directors | Russell Mitchinson /Emily Taylor | ||||||||
| Junior Planner | Jack Spicer | ||||||||
| Director | Peter Lydon | Minds Eye Production-Uk | |||||||
| Editor | Suzy Davis | Final Cut | |||||||
| Post Producer | Pippa Halfnight | Filament Post Production | |||||||
| VFX Supervisor | Hani Alyousif / Richard Nelson | Filament Post Production | |||||||
| Flame Artist | Hani Alyousif / Jamie Crofts | Filament Post Production | |||||||
| CG Artist | Richard V Nelson / Frank Eagan | Filament Post Production | |||||||
| Head Of Marketing | Ian Bell | Samsung Electronics Australia | |||||||
| Marketing Manager | An Le | Samsung Electronics Australia | |||||||
| Assistant Marketing Manager | Michelle Carter | Samsung Electronics Australia |