The Challenge
Samsung have never used an audio partnership for a major launch and wanted to cement the name of the handset in the mind of the audience: Samsung Galaxy S21 5G Series – with a focus on S21.
Samsung wanted to make this the BIGGEST ever handset launch in the UK.
OBJECTIVES:
- Generate mass awareness of Samsung Galaxy S21 5G Series of handsets
- Deliver 60% product recall
The Insight
Samsung’s broad audience is 16+ with a focus on 16-44-year-olds.
Radio is an incredibly resilient and trusted medium and connects with listeners via multiple passion points for different audiences – with a focus on music.
If Samsung could ‘control’the music, they control the attention of tens of millions of UK listeners.
We know that 13.9m Bauer listeners do not own a Samsung, so this is the ideal audience to influence!
The idea
The partnership spanned across ALL of Bauer Media’s audio brands, with further integration on KISS, Absolute and Magic, including playing ‘21 Songs in a Row’ and talent-fronted social videos, supported with a layer of mobile first digital audio inventory on Octave.
Execution
PHASE 1:
8 day Spotlight campaign, with credits and presenter live reads on day of handset launch.
Shared creative page across all brands with a huge prize fund giving away 21 x S21 Ultra 5G handsets.
Huge engagement: high page views & entries.
Social clicks package on KISS, Magic and Absolute to drive more entries in the final hours of the competition.
Social competition on KISS with an extra chance to win the handset.
PHASE 2:
Sponsored ‘Afternoons’ across these 3 main stations for 6 x days.
4 x ad break buyouts per show, allowing Samsung to play ‘21 Songs in a Row’ to reinforce the S21 name of handset.
Credits and presenter live reads throughout to support.
PHASE 3:
KISS, MAGIC, ABSOLUTE
Talent fronted social videos using the handset and the features of the phone in fun challenges.
Ronan Keating (Magic Radio) and Jason Manford (Absolute Radio), showing ‘21 Moments in my Day’.
KISS talent: Jordan & Perri, Harriet, Michael, Daisy, Henrie. Four videos using all presenters, doing a challenge using the features of the phone (i.e. guess the KISS image from 100x Zoom).
Pushed out on Social with chance to win handset for each video and shared by talent on their own socials.
ALWAYS ON:
Digital Audio with Octave targeting mobile based inventory, Aensuring we capture people at a time when they are using their mobile device!
Results
+22%
INCREASE IN FIRST BRAND TOP OF MIND AWARENESS
83%
PRODUCT NAME RECALL
59%
OF LISTENERS WHO HEARD THE CAMPAIGN TOOK ACTION
6%
BOUGHT A SAMSUNG PHONE AND 2% BOUGHT THE NEW SAMSUNG GALAXY S21 5G SERIES HANDSET