A case study outlining the results of a digital out-of-home campaign from 2009 for Samsung.

1.
– Samsung Omnia Case Study
Campaign Details Research Conducted By:
Campaign Date: April 2009
Target: Female 50% ‐‐ Male 50%, 25 to 54 years of age
Campaign Objective
To use digital out‐of‐home as a competitive advantage in order
to promote the launch of Samsung’s new phone, Omnia.
Network Categories:
• Target key geographic areas within the Canadian market to
increase audience frequency Airports
• Increase brand and product awareness by using C‐Store
breakthrough creative and media messaging Colleges
• Demonstrate the features and user experience of the new Entertainment
handset Gas Station
Grocery
Campaign Execution Health Care
Hospitality
Working closely with Cheil Communications, ADCentricity with Municipal
the help of our platform system ADVenue, was able to identify a Office Building
network of 650 screens in restaurants, bars, nightclubs and Personal Care
convenience stores within a 30 mile radius of the targeted Residential
metropolitan areas in Vancouver, Calgary, Edmonton, the GTA Retail
and Montreal, with a high frequency of 25 to 54 year olds. Shopping Centre
Transportation
Campaign Findings
Campaign helped Samsung: “We chose digital out‐of‐home for this
campaign because it was cost
Achieve brand‐awareness levels in high 90%+ range in case of
aided recall
effective and allowed us to have far
Unaided brand‐awareness achieved 73% larger reach and impact in terms of
49% brand‐awareness increase from previous year reaching out to consumers on a one‐
47% of those polled that recalled the campaign ad, said they to‐one basis.”
would consider purchasing a Samsung cell phone David Mear, Cheil Communications
Campaign Restuls
ADCentricity, along with our network partners were able to over
deliver in ad plays with a total of 837,691 plays and 1,111,060
audience impressions.
• The success of this campaign inspired Samsung to dedicated
90%‐95% of all media to digital out‐of‐home for new
wireless product launches (according to David Mear, Cheil
Communications).
• The company has already used the medium to promote
previous launches including the introduction of its Slide and
Instinct models.
Toronto | New York | Calgary | London
*Mobile results were not released at the time of submission Adcentricity.com | 1‐888‐420‐3498