2021 Bronze Best Customer Acquisition Campaign

Agency: RAPP

Client: Samsung

Campaign Name: Don't Just Watch

Campaign Overview

Buying a Galaxy watch is the key to getting Samsung mobile customers hooked on its entire ecosystem. Previous launches failed to engage, with 60% actively rejecting the idea of owning one.

For the whole brand's health it was vital that the Galaxy Watch3 launch piqued curiosity and inspired action.

Strategy

Lockdown and isolation turned much of the UK into a nation of couch potatoes, despite Joe Wicks' best efforts. We were spending a third of our waking hours watching TV or online video, half of us gained weight and there was an anxiety epidemic (sources: Ofcom/PHE).

Samsung had packed Galaxy Watch3 with health and fitness technology, some of which - like blood oxygen levels and heart-rate monitoring - couldn’t be found elsewhere.

The Watch3 Action for Wellness strategy was designed to get Britain active and happy by making wellbeing personal; aiming to make Galaxy Watch3 the essential accessory for every wellbeing ambition, from being the fastest or strongest to getting a good night's sleep.

Segmentation pinpointed four key audience groups with shared wellbeing ambitions, enabling Samsung to deliver an integrated campaign. Media focused on a balance of screen to encourage people away from their sofas, and outdoor to celebrate fresh-air activities.

Like smart fitness approaches the campaign built throughout the year, with a programme of measurement, testing and learning.

Creativity

Don't Just Watch communicated that this was more than just a watch, with relatable and imperative pay-offs that turned each feature into a real-life benefit and call to action.

Cognitive Sleep and REM Tracking features became ‘Dream bigger’. Real-time SMS and MMS alerts were labelled ‘React faster’. ECG, HR, Blood Oxygen and Pressure came under ‘Own your health’. With this human language and relatable user scenarios, Samsung showed how the Watch3 would benefit its audience's worlds.

YouTube pre-rolls tested the creative on the four audience groups - tweaking the messaging to make it more relatable and effective.

Running data heat-maps then targeted athletes on the most popular running routes, spotlighting the watch's activity tracking and Strava compatibility. Instagram and Pinterest ads targeted a wellness audience with the watch's health features.

Underground ads introduced the Sleep Tracking feature to a business audience, timed for when they felt most tired.

There was also a first: a Snapchat filter that enabled people to augment the Watch3 onto their wrists.

Results

The number of Samsung mobile customers who now own a Galaxy watch has doubled. The Watch3 has measured 6.3 trillion heartbeats and 2.5 trillion steps over a year.

Before the campaign, 60% of Samsung owners said they'd prefer another manufacturer’s watch, but the campaign flipped preference to 60% considering a Galaxy watch, smashing the original target just halfway through the initiative.

Samsung recently launched Watch4 and, due to its success with the Watch3 campaign, is integrating Strava data into the digital outdoor creative.

The Team

RAPP - Al Mackie, Chief Creative Officer - Jason Cascarina, Deputy Executive Creative Director - Sid Gordon, Creative Director - Luke Clark, Senior Art Director - David Willis, Senior Copywriter - Jamile Marks, Group Account Director - Kat Bain, Managing Partner - Lisa Soloman, Senior Account Manager - Joe Moergan, Associate Strategy Director - Amy Bedford, Programe Direcotr - Emma Jones, Project Manager - Michelle Grainger, Agency Producer - Abhi Kamalanathan, Junior Motion Designer - Jeffrey Osborne, Head of 3D & Motion Graphics - Joe Hoppard, Strategy Director - Lionel Cull, Design Lead - James Norton, Designer - Stephanie Hottlet, Head of Production - William Douglas, Photographer/Director

Do High Stakes Films - Sophie Oller, Producer - Jean-Pierre Whitfeld

Contributors

High Stakes Films and Starcom