70% of our audience owned a competitor’s tablet and didn’t feel the need to upgrade. We needed to convince them to upgrade to the Samsung Galaxy Tab S2 – the tablet with the best screen in the personal device market.
We made an online trailer in the genre of Game of Thrones with Kristian Nairn, the actor from the show famous for only saying one word (Hodor), getting him to “speak up” against inferior screens. Thanks to the device-detecting technology, he knew what device (desktop, tablet or mobile) you were watching on and had a tailored tantrum directly at you. The trailer helped Samsung increase their market share by 10%, delivering 58 million impressions, reaching 4.8 million devices and leading to a massive 300% click-through-rate increase.