Campanie
General Information:
Strategic approach:
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The Covid pandemic took its toll on every single audience filled event, so we had to resort to something different and more engaging content, open to all our community (in the previous years, we had only a small group of people who could enjoy Live the event) in an interactive and personalized manner. For the launch event of this year's new Galaxy S series, we wanted to offer more than just a passive experience of sitting on the couch and watching it from your phone/tablet. Thus, we changed the rules of the game and organized an innovative online event through which users could choose and experience, depending on their preferences, 4 unique worlds inspired by the features of the new Galaxy S21. Strategic business / marketing Challenge / competitive landscape In full lockdown, the offline events were suspended, without any possibility to offer our impatient fans the epic experience worthy of the newly launched phone. As a result, we need to quickly readjust our BTL event organization strategy and move towards something completely digital. But it wasn't enough. As a result, we conducted a quick internal opinion poll, and over 70% of respondents said they lacked authentic experiences of offline events. We had the answer now, but we also discovered a lot of challenges in the market. In the absence of opportunities to offer offline experiences, most brands and competitors have turned to digital experiences. So, in addition to having a customizable online event, there was another layer that we had to build so that we could capitalize on the multitude of things that were happening online at that time. The solution to this challenge was a 100% digital event but an immersive one, perfectly customizable even by the participant in front of the screen of his device. Thus, the genuine offline experience has reached the digital environment with the help of technology. The interactive event had two phases: one with a limited guest list, consisting of influencers, tech journalists, and #TeamGalaxy members, and one suited for a general audience where everyone could jump in and witness the reveal event firsthand. All lovers of technology and innovation, passionate Galaxy users were invited to discover the new Galaxy S21. Our objective was to create an immersive experience in which our users could dive in and unveil on their own the features and thrills of the new Galaxy flagship. We targeted a very ambitious reach objective of 10M impressions and equally daring engagement objectives of 50K clicks, 30K page views, and 20K visits to the event page. As filters are also usually very effective tools for amplification, we aimed to obtain 30K impressions and 1.5K openings for the filters in our campaign. |
Execution:
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