Samsung took advantage of a lack Scandinavian pick up of the touch screen mobile phone to gain deep penetration into the market
M&M Global Effectiveness Award Winner [Submited by Starcom Sweden] - When Samsung realised that the Scandinavian market was hesitant in the transition to touch screen phones they decided it was time for a little re-educating. Cue the 'It's nice to point' campaign, overturning the social etiquette of not pointing that is drilled into young children as they grow up.
To inspire the shift in Scandinavia to touch screen mobile technology
With Apple promoting a single product: the iPhone, Samsung decided to communicate the phenomenon of its own touch screen phone and showcase the entire Galaxy range. This pooled Samsung's resources for a region-wide campaign. Using television as the main campaign media, Samsung also took its pointed finger to the web - using widgets and display ads. The large Nordic gaming community was also targeted with the creation of the 'Right2point' game which was controlled by the fingertips.
Across Finland, Norway and Sweden, Right2point' was played 300,000 times, Samsung's market share surged from 11.5% to 23% and sales of touch screen devices were up 215%.
Insight was used to identify a "strategy window" that Samsung could use to increase sales in a specific market. A creative idea, with resonance in the market, was produced along with strong, relevant and complementary visuals. The campaign was executed in a scale that meant it was impossible to ignore, producing significant results throughout the region.