Samsung reaps the rewards of celebrity endorsement, picks up Ad Impact Award

  • Ad Impact
  • October 21, 2014
  • StopPress Team
Samsung reaps the rewards of celebrity endorsement, picks up Ad Impact Award

If the winner of Colmar Brunton's Ad Impact Award is any guide, you still can't beat a celebrity endorsement, because New Zealanders absolutely loved Samsung’s ad featuring All Black IzzyDagg and the new Galaxy S5.

Each scene in the video, which was which was conceptualised by Colenso BBDO and shot by Augusto, places emphasis on a different perk of the phone. Dagg is shown speaking on the phone in the shower, using it measure his heart rate, taking 12-megapixel photographs and watching videos. 

While the ad is clearly promoting the new Samsung phone, it also appears to be taunting its biggest rival Apple, as it focuses on features the iPhone doesn’t have, a strategy that has been embraced regularly as part of its 'the next best thing is already here' campaign. 

"Samsung’s ad performed extremely well and exceeded norms," says Harriet Dixon, account director at Colmar Brunton. "Viewers enjoyed watching the ad so much, nearly half said it was one they would talk about with friends. Encouragingly for Samsung, this ad also received the highest persuasion score we have seen all year, with the majority of viewers indicating this ad made them more likely to use Samsung. The attempt to point out the differences between the S5 and other smartphones on the market also appears to have been successful, with most viewers recognising this ad contained different information to other telecommunications ads. This persuasive campaign is a real jewel for Samsung, with New Zealanders finding it interesting, distinctive and involving." 

While teams do play a role in the company’s sponsorship deals throughout the world (it currently sponsors both the Australian and South African rugby teams), the company's strategy predominantly involves the backing of individuals, such as Lionel Messi, Maria Sharapova, Cristiano Ronaldo, LeBron James, Usain Bolt, Ana Ivanovic and David Ferrer. 

Volkswagen’s new crowd-sourced ad 'The People's Film' also scored well, with its trip down memory lane and montage of New Zealander’s photographs striking a cord with viewers. Mitre 10’s quirky new ad, featuring a surprised rooster at the sound of New Zealanders up before dawn on the weekend, was also well received.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Sponsored content

Reckon you're a media guru? Quiz results and answers revealed

We go through all the questions and take a look at what the right answer was according to the research from Colmar Brunton.

Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit