About the work
For most, the prospect of combining Samsung, David Bailey and a huge Facebook campaign sounds like a convoluted gag, however Cheil UK's recent project has proven there’s nothing like the element of surprise...
In 2012, Samsung launched its range of NX Smart Cameras into a £55 million market dominated by established brands Nikon, Canon and Sony. Samsung needed to reinforce credibility and grow market share by driving awareness, consideration and preference of the product. Their solution was to approach international agency Cheil UK, who came up with an ingenious and award-winning campaign that proved with the NX1000, anyone could shoot like a professional.
Cheil UK wanted a campaign that democratised photography, and their first phase involved finding brand ambassadors. They recruited as many ordinary people as possible to represent the face of the NX1000, the only stipulation being, they had to have the same name as world-renown fashion photographer (and D&AD luminary), David Bailey. The manhunt was realised through print and digital advertising, directing anyone who was, or might know of, a 'David Bailey' to a Facebook sign-up hub.
After narrrowing down the entries, 143 namesakes were recruited from across the UK, taken to a secret location in London, trained, given cameras and then let loose on the world, to prove that with the Samsung NX1000, it's easy to take great images. Their shots then were featured on the 'We Are David Bailey' Facebook page.
More than 800 images were uploaded to Facebook by the 'Baileys', the best of which were featured on the hub gallery and used in print, digital, and outdoor ads. A few lucky Baileys even made 20-second YouTube Masterclasses’, along with three-minute films – all notching up an incredible 888,153 views.
Cheil UK pushed the campaign one step further, by giving anyone the chance to become an honorary 'David Bailey' and win a Samsung NX1000. The campaign created a Facebook first, by asking people to provide their mobile number online. If the Facebok fan answered the call as 'David Bailey' then they won the camera.
But was it a success? The answer is a resounding ‘yes’. The ‘We Are David Bailey’ campaign reached more than seven million Twitter users, three million people via Facebook and reached an audience of over 880,000 on YouTube. But most importantly, Samsung increased their market share from 2.8% to 55%, and sold out of the NX1000 in just 11 weeks.
And the real David Bailey was a fan of it, too: 'I like the campaign, the idea of having loads of Baileys all over the place taking pictures; it's really different and funny. The camera's a great bit of kit and I'm sure my namesakes will love it.'
High praise indeed...