The Global Awards with Very.co.uk bring together all of Global’s radio stations to celebrate the biggest and best-loved stars of music, news and entertainment at London’s Eventim Apollo.
We saw this as the perfect opportunity for Samsung to support Very as their leading tech partner as part of Very’s overall sponsorship of the Global awards, and as an interactive (albeit virtual) way for our millennial consumers to interact and witness the new Samsung Galaxy S10 being used by all their favourite stars.
The creative strategy
We deployed media to support pre, during and post event activation via influencer and social led content to engage new shoppers with Samsung at Very, and ensure this relationship was established and front of mind.
This meant that anyone engaging with the content on social via an array of influencers, celebrities and the Samsung brand itself knew that Very was the place to purchase their new Samsung phone.
This included a co-branded Very & Samsung VIP Lounge (inclusive of a very on-trend flower bench photo opportunity and wireless charging station), 5 influencers posting content from the awards and 17 attending artists gifting phones on the night.
We also designed a structured communications plan to target existing shoppers across email, SMS and onsite.
Being an online retailer, customers don’t always have the opportunity to interact or experience products like they would in physical stores - and when it’s a high priced item, like a mobile phone, they often need even more persuasion. We needed to find a way to create buzz and hype with millennials around the exciting and exclusive launch of the new Samsung Beyond, and make sure they knew that Very.co.uk was the place to purchase.