The Sunday Times
Samsung Galaxy Note
'Downloading Davos' Bespoke Event
The Challenge: To raise awareness and demonstrate the functionality of the Samsung Galaxy Note among the UK’s most influential business decision makers at a highly visible and high profile event.
Samsung partnered with The Times to sponsor Downloading Davos 2012. The pinnacle of the campaign was the Downloading Davos event hosted by The Times and The Wall Street Journal. James Harding, the then Times Editor, and a guest panel including Sir Martin Sorrell delivered the key insights and analysis from the World Economic Forum to a room of 100 of the UK’s most influential business decision makers.
Each delegate attending the event was given a Samsung Galaxy Note loaded with a bespoke Downloading Davos app. The app acted as a digital aid to the event and included biographies of the speakers, Times content and networking functionalities. The campaign got the Samsung Galaxy Note into the hands of some of the UK’s most influential business decision makers and the app demonstrated it’s considerable capabilities. Supplement sponsorship and display advertising in print and on tablet accompanied the initiative.
The Results: Top Line
Event attended by some of the UK’s most influential business decision makers
Estimated total buying power of individuals at event of £240 million*
1st for Business
The Times is the No. 1 daily for reaching the UK’s Business Elite
The Sunday Times is the No. 1 paper for board executives
Source: *Calculated by taking the average budget of a Times business decision making reader of £3.2m and multiplying it by 75 guests (source BBS 2011)