Grand LIA
Creative Use of Data
| Entrant: | MRM Brazil, São Paulo |
| Brand: | Samsung |
| Title: | "Samsung ThrowBack Deals" |
| Corporate Name of Client: | Samsung Brasil |
| Client Company: | Samsung, São Paulo |
| Client Supervisor: | Claudia Verderesi |
| Client Account Manager: | Daniela Righi Ferrari |
| Client Marketing Director: | Renato Shiratsu |
| Agency: | MRM Brazil, São Paulo |
| Agency MW Worldwide CCO: | Javier Campopiano |
| Agency MW Global ECD: | Adrian Botan |
| Agency Chief Executive Officer: | Fábio Souza |
| Global Chief Creative Officer: | Ronald Ng |
| Chief Creative Officer: | Douglas Kozonoe |
| Agency FP7 McCann Dubai CCO: | Federico Fanti |
| Creative Director: | Guilherme Medici |
| Copywriters: | Luísa Fochi/Erika Lima/Jonathan Dennis/Leonardo Chiesi |
| Art Directors: | Renato Takahashi/Roger Yonaha/Rafael Ramos/Jaime Bregantin |
| Agency MRM Brazil COO: | Isabel Coletta |
| Agency MRM Brazil CFO: | Marcela Borges |
| Agency Global Creative Excellence Lead: | Simone Deaderick |
| Agency MW Creative Excellence Director Europe & UK: | Carmen Bistrian |
| Agency MW Regional Creative Excellence Manager for Latin America: | Lourdes Alderete |
| Agency Head of Production: | Sabrina Inui |
| Agency Creative Technologist: | Renato Peixoto |
| Agency Chief Strategy Officer: | Márcia Aguirre |
| Agency Strategic Planners: | Felipe Tercetto/Felipe Calegari |
| Agency Strategy Director: | Rafael Bouhid |
| Agency Account Executives: | Bianca Maciel/Mariana Glorigiano/Marcos Rodrigues |
| Agency Account Director: | Fernanda Souza |
| Chief Technology Officer: | Rogério Gonçalves |
Description:
In 2023, because Samsung had not achieved the Black Friday goals, and needed to compensate for the bad results, the brief was to find a simple, cheap and effective way to sell products in the short term.
So, how could the company compensate for it in a fast and simple way?
We discovered that 80% of online shoppers abandon their shopping carts, and many do so intentionally to receive further discounts. We leveraged this behavior and offered them "Throw Back Deals" from 2 years ago: the latest product models at the price of old ones.