Samsung Electronics Australia has started a major new marketing campaign in the digital and social media space, entitled “Mr Knowitall”, to educate consumers on the benefits of its innovative integrated social messaging service, Samsung Social Hub. Available on its two recently launched smartphones; the Samsung Wave and Samsung Galaxy S, the campaign is a first-of-its-kind online experience that demonstrates how the comedic character, Mr Knowitall, knows everything about everyone in his social circle all thanks to information he has gleaned from using Samsung Social Hub.
Samsung Social Hub has been designed to seamlessly integrate popular email services (such as Hotmail, Gmail, Yahoo! mail and others), instant messaging and social networking sites (including Facebook, Twitter, MySpace and others) directly into one convenient place. It delivers real-time updates from your social networks as they happen, ensuring users never let anything slip their social net.
The campaign brings to life Samsung Social Hub through a range of humorous face-to-face encounters between Mr Knowitall and his group of friends. Mr Knowitall awkwardly stumbles through these interactions, sharing inappropriate information he has gleaned thanks to being continually informed of everyone’s social media updates via Samsung Social Hub. Everybody who wants it can star in the spots by embedding himself or herself as well as four Facebook friends into the story (via Facebook Connect or by uploading their photos). The stills will appear here and there during the episode.
“Our research has shown that consumers are confused about how to aggregate social networks on their smartphones. As a result, Samsung has made a light hearted, educational approach to engage consumers and help them understand how Samsung Social Hub can make it easier than ever for them to keep up to date with their networks and friends. The approach with this campaign was to bring to life the benefits of the service through an interactive, comedic and compelling online experience that we hope will be enjoyed by everyone it reaches,” said Tyler McGee, Vice President, Telecommunications, Samsung Electronics Australia.
Consumers have the ability to interact with Mr Knowitall’s story at any point, discovering how he gleaned the information about the people in his network. At any stage viewers can go back to any point in the story and find the relevant piece of social media information that led to that particular scene. This will help viewers understand how Samsung Social Hub works and the features that can be used to streamline all their social media experiences into one ultimate inbox.
The new campaign is developed by the M&C Saatchi‘s devision from Sydney.