Samsung Activation Campaign by Student Village

In Case Studies

Client: Samsung

Brief Description: Samsung Challenge: When life calls, answer it

Client approach:

Samsung wanted to give a Galaxy A phone away to gain the attention of students for its Samsung Galaxy A Series and approached Student Village to execute a creative method of doing so, as opposed to emulating any other give-away. The idea was on the drawing board however Student Village’s expertise was needed to bring the idea to life.

Objectives:

• Introducing and showcasing different Samsung gadgets and capabilities
• Create and strengthen brand awareness on campuses
• Engage with university students in a fun and cool way
• Engaging the brand and students via  social media and “selfies”

 

Concept:

Student Village took the challenge and through its campus relations they were able to bring the concept to fruition. Student Village executed an experience to entertain students and rally their excitement and curiosity behind the new device.

With a healthy dose of James Bond-type intrigue, a Samsung Galaxy A phone was to be hidden under a desk in a lecture venue prior to the lecture and so Student Village facilitated the creative elements of giving away the device to a lucky student as soon as it rang, after a series of tasks were completed to highlight its novel new camera and selfie capabilities. What seemed like a very basic concept which would be hard to turn into an exciting affair, came together culminating in a fully-fledged Samsung experience to remember.

Tools used:

• Hidden cellphone
• Branded promoter teams, MC and Videographer
• Activation stand
• Social Media

 

Application:

To alert students to the excitement ahead, posters were distributed on campuses prior to the activations across five campuses including TUKS, NWU, WITS, SUN and UP as a call to action for the main activation days. A total of 250 posters were distributed to the different campuses around SA (50 per campus).

The day finally came to implement action: When the lecture started, a Samsung Galaxy A Series phone was already hidden in the vicinity of an unsuspecting student. A Student Village Promoter kept in communication with the team outside as to when to ring the phone – typically in the last 5 minutes of the lecture, the MC had to call the phone when given the go ahead.

When the phone rang, the lecturer stopped the lesson and said “When life calls, answer it!”

While students were perplexed at the mystery of the ringing phone, the MC and Videographer entered the lecture hall. Once the phone was found and answered, the MC told the student that they had potentially won a Samsung A-Series phone but had to complete a series of tasks first.

The student was required to use some of the device’s key camera features to complete the tasks including taking a panoramic selfie in Selfie Panorama mode with all the other students in the hall in the background, telling other students to do the same. The student then also had to take a Beauty Selfie, Rear Cam Selfie, Voice/Palm Selfie and an Animated Selfie.

Once all the tasks were completed, the MC informed the student that they had won the phone and handed them their prize, as well as an additional R10 000 contribution towards their studies.

The challenge was accompanied by a campus activation showcasing the various Samsung Galaxy A Series devices with promoters on set to demonstrate the range’s capabilities.

Students also got to take home photo prints from their selfies taken at the stand.

Results:

Student Village turned a simple concept into a rockstar experience. It would have been a basic give away at the three chosen campuses Stellenbosch, UCT & TUKS however the turn around of events was a great success.

An additional two campuses were included in the stand activations and students got to experience Samsung’s Galaxy A Series first hand, taking the guesswork out of their next purchase.

Activation stations on each of the campuses saw students engaging with the brand and taking selfies all day with the various Samsung Galaxy A Series devices, which they loved. Having a memoir to take home was a bonus.