Samsung SuperSwypers (Muse Amsterdam & Starcom)

Samsung SuperSwypers (Muse Amsterdam & Starcom) http://vimeo.com/16387444 About this video: "Insight, strategy & idea Samsung needed to establish a distinctive proposition to compete with other smart phones. The Samsung Galaxy S features Swype, the main USP in the category. With Swype you can enter words in one flowing motion at a touch screen, allowing 50% faster word processing. The target audience (16-35 year old) leads active lives and don't want to miss out on anything, but they can't be in two places at the same time. They need duplication. How can we facilitate the consumers' need for 'duplication' in order to keep them quickly and realtime up-to-speed in their busy life and environment, and show them the new Samsung Galaxy S with Swype. Creative execution For consumers who are away on holiday, or have other commitments clashing with their favourite events, Samsung Mobile introduced the service SuperSwypers. A SuperSwyper is a roving personal reporter who can be sent anywhere, to do blow-by-blow accounts for you, of events you can't attend. SuperSwypers are quick, because they use Swype. At the website, the consumer tells us which event he can't attend: a concert but also a birthday party. Samsung chooses the best SuperSwyper to make his personal 'SwypeStory'. The SuperSwyper starts every SwypeStory with a personal video, checks in (Foursquare) at the location when he arrives, and then reports everything that he sees, smells, hears and feels at the event. Everything - text, photo's and video's - is published live viaTwitter, Facebook and YouTube with the Samsung Galaxy S. Samsung finishes the personal service for the consumer with the complete SwypeStory send via Issuu (digital publishing tool). Results & Effectiveness More than 160 consumers got a personal SwypeStory, our SuperSwypers reached 620,000 people and gave a live Swype demo to more than 4,800 people. We had more than 270,000 Twitter contacts and over 600,000 video streams. Most importantly, Swype was most associated with Samsung: 39% TOMA versus runner up Nokia (13%), leveraging Samsung's unique propsition. With intensive PR (including celebrity endorsement) seeding and guerrilla (if you were the first to see the SuperSwyper after he checked in at the event and shout the codeword, you immediately received a Samsung Galaxy S), we increased earned media. Muse Amsterdam & Starcom Press release and credits: http://samsung-mobile.pressdoc.com/5961-samsung-superswypers-the-fastest-journalists-on-earth-for-free"