Context
The new Galaxy S7 takes perfect pictures, even in low light. To claim this unique position we tapped into an already popular trend on the internet: taking pictures at the most exciting time of the day - at twilight.
Idea
We kicked off a national search to find the best twilight photos ever. We teamed up with a group of famous Instagram photographers to inspire the audience and to help them take better pictures by sharing dozens of tips. Pictures were posted on Instagram and a mobile-first website with the world’s first twilight alarm. #OwnTheTwilight brought the whole campaign together and propelled it forward in social media.
Impact
The activation resulted in 124 million impressions in just one month // 8.2 million people watched the online video // The campaign scored 349% above the benchmark.
Awards
2x Esprix for Telecom and Utilities.
An innovative mobile campaign
Worlds first: a HTML5 website with a direct connection to your phone’s build in camera. So you could take pictures directly within the campaign website or a HTML5 banner.
The mobile site with the twilight alarm and sharing of the photos with #ownthetwilight.
Influencers kicked of the campaign to get the message landed with a large group of interested consumers.
Each influencer has shared his own serie #ownthetwilight photos.
All submitted photos are collected on Instagram under #ownthetwilight. The campaign produced strong examples of twilight photography made by consumers.
Facebook canvas advertisement with valuable tips from influencers.
Thanks to these tips, everyone makes the most beautiful twilight photos.
The tips from the influencers formed the basis for countless articles in online magazines and on blogs.
The best pictures from consumers were curated and shown the same day on the RTL5 weather report and all the digital outdoor posters nationwide.
Online advertising for support: banners, interscroller, WeTransfer, etc.
Role: concept & creative direction | Client: Samsung | Agency: Cheil | Additional credits: concept & copy: Huib Maaskant