The document summarizes an ambient advertising campaign launched by Swisscom and Samsung in Switzerland to promote the launch of the Samsung Galaxy S4 smartphone. The campaign involved interactive installations in public places that captured people's reactions without their voices, which were then uploaded to YouTube and went viral with over 4 million views. The campaign was highly successful in raising awareness of the new phone and its features, with over 1 in 3 Swiss people estimated to have seen the campaign.

1. All eyes on

2. In 2013, Swisscom and Samsung joined forces to launch the
Samsung Galaxy S4 smartphone
in Switzerland.
The task was to create a buzz around the new
device and leverage earned media to reach
the masses…

3. …It went viral

4. The advertising / Marketing activity
Ambiant advertising
Innovation
Participation
Installation
Interaction

5. The brief
• Brand/Product: “Galaxy S4”
• Background/Overview: Founded in 1969, in South Korea. Category leader
in mobile
• Target audience: People aged between 20 to 50 years old.
• Message: Show that the new product is not only superior in its technology
features but is also a unique and diverting tool.
Makes life more enjoyable
• Tone & Style: New and original, raises attention and curiosity, entertain the
people.
• Marketing Purpose:
- To inform of Galaxy S4 new features.
- Stay top of mind
- Making the buzz.
• Media: Banners, microsite and especially YouTube reaching millions of
view.
• Legal & Mandatories: Almost no speaking and only using the participants’
reactions.

6. The Analysis
Ambient
Interaction
Top of mind recall
“Creates the buzz”
Surprise and creativity
User-generated content
Simple and easily conveyed message

7. Key numbers
• 4,1 million views, 19,582 likes and 136,180 shares on YouTube
• 151 000 interactions on the microsite
• 1,5 million views of the event live stream
• Over 12 Million AdImpressions in Switzerland
• 1 in every 3 Swiss people reached.
• Ranked #5 on the Global Viral Video Chart 2013 (cw 23)

8. Places

9. Microsite

10. Banners

11. Coverage

12. All eyes on
Presented by:
Non-Conventional and Creative Marketing 01.05.14
Jordana Benchimol
Nathan Mimoun
Caroline Layani
Elisa Cohen
Raphael Chicheportiche
Lyronne Marciano