Best Telecommunication Integrated Ad Campaign

Samsung was launching the robust UpStage by Samsung mobile phone. What made the UpStage by Samsung so different were its design and the ability to change between two unique devices working together; phone on one side, and dedicated music player on the other side.

Research showed that teens and tweens between the ages of 8 and 17 have more interest in mobile music than adults. So the target audience for the UpStage was defined as Stylish Socials (M/F 13-25) who view technology as a social lifeline.

To connect with this target audience, we had to create more than just a site. We had to also engage them through the use of user-generated content and a branded social-networking community.

So we set out to create a website that “flips” to show how the UpStage delivers the best of both worlds (words and music). The site is as vivacious and colorful as our targeted consumers (late teens to mid 30’s).

In addition, we teamed up with YouTube to establish the UpStage by Samsung Contest, where users can submit videos of themselves lip-syncing to Melody Club’s “Destiny Calling” for a chance to win great prizes.

Contributors:

Copywriter:	Jeff Babson
Art Director:	Johanna Rustia
Design Director:	Matt Blackstone
Interactive Creative Director:	Ann Marie Mathis
Creative Director:	Tom McManus
Art Director:	Bernell Clifford
Art Director:	David Lillis
Progammer:	Jared Stanley

CHEIL COMMUNICATIONS AMERICA

Location: USA