NOTES BY THE NATION, Samsung TAB S9
Client: Samsung Electronics
Dir. film, Justin Hackney
Production company: Mad Cow Films.OOH in-house production and design.
DOOH,Amazon Ad
HOW WE TURNED AN AD CAMPAIGN INTO AN EXHIBITION STARRING THE NATION
Notes by the Nation is a cross channel campaign activated on OOH, social, digital and earned.Partnering with author and storyteller Nick Grimshaw, an authentic advocate for our research around the positive power of reading and storytelling to spark creativity. We built a creative station pop up for the public. Took over Europe’s biggest screen in Piccadilly Circus and turned it into the nation’s fridge door, and 440 other advertising sites. And we brought the campaign to life in a video for Amazon Prime.
The campaign was designed to unlock the nations creativity by encouraging them to read, write and tell their stories.So instead of crafting a scripted narrative, we tapped into the hearts and minds of the public.Using real-life notes, our campaign wasn’t just about the Samsung Galaxy Tab S9 product; it was about capturing the collective spirit of the nation. Our notes are more than just scribbles, they’re a window into our world.We turned Piccadilly Circus into the nation’s fridge door and let everyone share their notes. All of them written and powered by the reading and creative capabilities of the Galaxy Tab S9 series. With 440 advertising sites and a media campaign delivering 110M out-of-home advertising impacts, the DOOH traversed the country from Brighton to Edinburgh and social executions flooded the internet. The film celebrates the nation’s notes in a series of beautifully crafted vignettes depicting scenes of note making, including a guest note from artist and writer #notes to strangers.
RESULT: +2.20% uplift in those who would choose the Galaxy Tab S9 over other brands and 17m Amazon online video impressions.In the full campaign period, the sell-out rate for Tab S9 was 7% higher than the forecasted rate.
Featured:
https://www.creativemoment.co/notes-by-the-nation-samsung-shows-off-the-creative-capabilities-of-the-new-galaxy-tab-series
https://news.samsung.com/uk/samsung-presents-notes-by-the-nation
Nominated for PR Week - Best Integrated Campaign 2024
