Introducing ‘Mr Knowitall’: An experiential online campaign from Samsung Mobile and M&C Saatchi

Samsung Mobile, via M&C Saatchi, Sydney, has launched 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 character, Mr Knowitall, knows everything about everyone in his social circle thanks to Samsung Social Hub, a feature that integrates all your social networks into one easy-to-use interface accessible in one click.

VIEW THE CONCEPT

The entertaining piece of rich media content offers an unusually highproduction standard for online content. ‘Mr Knowitall’ is a fullyinteractive media piece that tells a cautionary tale of a man who knowseverything about everybody in his life; all thanks to information hehas gleaned from using Samsung Social Hub.

Samsung Social Hubhas been designed to seamlessly integrate popular email services (suchas Hotmail, Gmail, Yahoo! mail and others), instant messaging andsocial networking sites (including Facebook, Twitter, MySpace andothers) directly into one convenient place. It delivers real-timeupdates from your social networks as they happen, ensuring users neverlet anything slip their social net.

The ‘Mr Knowitall’campaign brings to life Samsung Social Hub through a range of humorousface-to-face encounters between Mr Knowitall and his group of friends.Mr Knowitall awkwardly stumbles through these interactions, sharinginappropriate information he has gleaned thanks to being continuallyinformed of everyone’s social media updates via Samsung Social Hub.

The’Mr Knowitall’ campaign can also star the viewer and their Facebookfriends using Facebook Connect. Anyone who views the video can thenembed themselves and four Facebook friends into the story, drivingdeeper engagement, talkability and encouraging sharing of the contentand message.

“The ‘Mr Knowitall’ campaign representsan innovative new way for Samsung Mobile to educate consumers on one ofthe key benefits of our new smartphones,” said Tyler McGee, VicePresident, Telecommunications, Samsung Electronics Australia. “Ourresearch has shown that consumers are confused about how to aggregatesocial networks on their smartphones. As a result, Samsung has made alight hearted, educational approach to engage consumers and help themunderstand how Samsung Social Hub can make it easier than ever for themto keep up to date with their networks and friends.

“On thesurface, Samsung Social Hub is a complex offering that would have beenchallenging to communicate through traditional marketing mediums. Theapproach with this campaign was to bring to life the benefits of theservice through an interactive, comedic and compelling onlineexperience that we hope will be enjoyed by everyone it reaches,” McGeesaid.

Consumers have the ability to interact with MrKnowitall’s story at any point, discovering how he gleaned theinformation about the people in his network. At any stage viewers cango back to any point in the story and find the relevant piece of socialmedia information that led to that particular scene. This will helpviewers understand how Samsung Social Hub works and the features thatcan be used to streamline all their social media experiences into oneultimate inbox.

Samsung Mobile’s ‘Mr Knowitall’ campaign can be experienced at www.mrknowitall.com.au. 

Creative Director: Joshua Rowe

Group Account Director: Mark Timmins