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M&M Awards Winners

M&M Global Award: Effectiveness

The winner in this category will be the campaign that demonstrates the highest level of effectiveness matched against its objectives.

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Campaign: Samsung: It’s nice to point

Entering Company: Starcom Sweden

Credits: Spinn Action Marketing, Projector

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, a play on words which disregarded what adolescents have ingrained into them during childhood.

With Apple promoting a single product: the iPhone, Samsung targeted to communicate the phenomenon of the touchscreen phone; showcasing its entire range enabling to pool its resources for a region-wide campaign. 

Using television as its main media for the campaign, Samsung also took its pointed finger to the web – using widgets and display ads, where they directed people to smartphones only. Social media was also utilised whilst also capitalising on the large Nordic gaming community by creating the ‘Right2point’ game controlled by the tip of the finger.

Unquestionable results across Finland, Norway and Sweden lead to a positive campaign. ‘Right2point’ was played 300,000 times, Samsung's market share surged from 11.5% to 23% and sales of touchscreen devices were up 215%.

Judges comments:

The winner was praised for a superbly structured and well targeted campaign that delivered on its objectives.

Watch the campaign video: