Samsung

Jet

Problem
Although an exciting and innovative product, to the consumer Jet was just one more smartphone in an already cluttered, feature heavy market.

Insight
For the consumer, touch technology means more of what we want, more quickly – an extremely relevant benefit to people leading volume and velocity lifestyles.

Solution
The campaign amplifies the lifestyles of our audience with a provocative edge, to position Jet as the product that gets it.

Effect
Millward Brown’s Link Test positions the campaign in the top 15% of all UK TV ads and the campaign itself persuaded the 3 Retailer to distribute Jet.

Over the two month period on air, the campaign became the most recognised in the category. Importantly, our campaign outscored competitive smart phones on measurements such as “premium”, “fast”, “innovative”, “fun” and “for me”. It also drove an immediate uplift in perceptions of the Samsung brand and key brand criteria moved significantly upwards during and after the campaign.