Don’t Just Watch
SAMSUNG
Over the past decade smartwatches have moved from niche gadget to must-have accessory, and in doing so become a major source of revenue for consumer electronics brands.
However, unlike Apple who have a near monopoly on selling iWatches to iPhone users, the world of Android is a much more competitive space. With consumers mixing-and-matching their choice of phone and smartwatch brand more freely.
To help Samsung better compete in this fast growing market, we developed a creative strategy that sought to make use of their dominant position in Android handset sales, and improve the consideration-to-purchase rate of Samsung phone owners who all-too-often chose a different brand of smartwatch.
Fuelled by research, the key communication objectives of the campaign were to:
Increase awareness of the broad range of Samsung’s smartwatch features and their real world benefits, so people don’t want to purchase more specialised fitness-related brands like FitBit, Garmin or Polar.
Demonstrate that Samsung’s flagship products, the Galaxy Watch3 and Galaxy Active2, are the Android equivalent of the iWatch in terms of quality, substance and style. And in many respects arguably better.
The result was the award-winning integrated campaign called ‘Don’t Just Watch’ and a very happy client.
“So proud to see ‘Don't Just Watch’ live in Piccadilly - it looks incredible. The team at RAPP UK smashed it out the park by delivering a creative platform so strong that we just had to roll it out from social into ATL and beyond. They've captured those tangible benefit-led moments perfectly. Managing this campaign has been a career highlight and only possible because of the incredible people involved.”
Laura Swinburne - Junior Marketing Manager at Samsung Electronics
CREATIVE | DIGITAL | MOBILE | SOCIAL
Agency: RAPP | Work: Live Project
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