Page 34 - Internationalist Magazine 2013 66

DIGITAL SOLUTIONS GOLD

Samsung
Life’s a Photo. Take It.,

Starcom MediaVest (Global)

In November 2012, Samsung launched the Galaxy Camera
in eight key countries around the world. A superior point

and shoot camera with Android apps and connectivity – the ScotiaBank,
Galaxy Camera has all the capabilities and beneits of a Warm Up To Winter

smartphone camera to take pictures worth sharing, but the PHD Canada (Local)

picture taking quality is vastly improved. The campaign
The Canadian credit card market is over-saturated with
was built on the insight that photography is as much about limitless offers & opportunities. At present there are eight

gaining social currency as it is about capturing the moment. major players who offer unique reward/point incentives
o drive purchase intent, Samsung we needed to prove to for consumers. This ultra-competitive category places the

young adults obsessed with posting photos online that
emphasis on the supplier to provide the highest ROI for
the pictures they’re taking just aren’t good enough. Young consumers trying to attract potential clients. Scotiabank

people think about posting on Facebook or Instagram was entering the market with the irst AMEX card
before the photo has even been snapped. Unfortunately, partnership with a Canadian inancial institution.

they don’t realize that a smartphone camera just doesn’t
retain the vividness of their experiences. Enlisting the After the Christmas season the majority of Canadians

world’s top inluencers, Samsung we helped them show
prepare to enter the “winter blues” stage of the year due to

off their deinition of social currency in our “Life’s a photo. the copious amounts of snow & grey skies that surround
Take it.” campaign. 32 prominent Instagrammers were the country. At this point many consumers start looking

selected in the eight markets and were asked to put their for vacation destinations to escape the harsh winter
city in its most photogenic light using the Galaxy Camera. climate and explore warmer environments. With this

Photos were uploaded to a bottomless Tumblr page in mind we aimed to bring consumers out of the bleak
connected to Instagram and other social media networks winter mindset and get them excited about travelling.

where fans could vote for their favorites. The city that won By aligning the Scotiabank brand with local and
the most likes won a massive party in the photographers’ international travel content it provided a natural synergy

honor. A perfectly elegant program, but how to make it that enhanced Scotiabank’s brand recognition within the

iconic? Samsung worked with media partner VICE to travel environment and associated them with vacation
assign photographers a respective camera mode and created discussions.

eight separate videos proiling each photographer, one for
each market. Videos were housed inside a leet of custom By targeting this turning point in the lives of the

display media, and activated across VICE’s digital network. Canadians, Scotia AMEX Gold was able to inspire and
Supplemental media executed with by an array of premiere encourage Canadians to purchase vacations and escape

partners helped create scale, making the Life’s a Photo- Take the harsh realities of winter
it campaign a massive success. When these Instagrammers

paired Galaxy Camera’s superior photo quality with
The “Warm up to winter” campaign was launched in
its Android-based apps and connectivity, they showed early January in conjunction with Blue Ant, Jaunt and the

young adults the equation for social stardom. Samsung Travel + Escape media properties. Scotiabank produce 5

successfully positioned Galaxy Camera at the center of a vlogs highlighting key travel destinations, both in Canada
world obsessed with posting photos online. The campaign and abroad. In combination, Scotiabank presented the

drove lifts of 58% in brand awareness and 115% in purchase launch of “The New Nomads” web series embedding
intent. The Tumblr program garnered over 1 Million clicks Scotiabank within the opening and closing titles.

and the videos received 1.3 Million YouTube views – 300%
above benchmark

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