Best Retail Email Message Campaign

Sprint stands apart with iconic Galaxy S10 launch
INTRODUCING THE NEXT GENERATION OF SAMSUNG GALAXY

Sprint, one of the biggest telecommunications companies in the U.S., wanted to increase customer engagement during the release of the new Samsung Galaxy S10. As the tenth generation of Samsung Galaxy smartphones, this was a special occasion for Samsung and Samsung fans alike.

THE TARGET
Customers interested in stepping up to an iconic Android device and existing Samsung customers who are considering an upgrade.

THE CHALLENGE
To drive above average Android upgrades with consistent Click Through to Open Rates (CTOR) and customer engagement across the 10-execution—eight touches plus two reminders—Galaxy S10 launch journey.

THE ANSWER
As the saying goes, the devil is in the details. We created a comprehensive messaging strategy to showcase the latest and greatest Samsung smartphones with engaging subject line tests, SMS tests and Moveable Ink components such as CTA tests, feature/image tests, scratch offs and countdown timers. The first execution came after the Galaxy S10 announcement, and utilized a unique concept, “Priority Status,” giving customers the chance to reserve their device before pre-order. This flowed into our three pre-order touches that zeroed-in on smartphones, building to four launch executions highlighting key device aspects, as well as the attractive pricing.

Contributors:

Executive Creative Director:	Kris Geist
Global Creative Director:	Christine Cucuzza
Senior Creative Director:	Rich Patterson
Creative Director:	Emily Preston
Junior Art Director:	Annabelle Smoot
Junior Copywriter:	Aron Liebig
Creative Project Manager:	Amy Lee
Account Manager:	Alex Rector
Account Manager:	Kaitlyn Word

ZETA GLOBAL

Location: United States

About the Agency:

We're Zeta Global, a data-driven marketing technology company that helps brands acquire more customers, keep the ones they have for longer and grow their value. We create personalized customer experiences by leveraging strategy, analytics, machine learning and award-winning creative that ignite a perpetual dialogue between brands and their customers. Founded by David A. Steinberg and John Sculley (former CEO of Apple Computer and Pepsi-Cola) in 2007, Zeta has grown to more than 1,200 professionals operating out of 25 offices across the globe. Our SaaS-based ZetaHub platform has been recognized as an industry leader by Gartner, Relevancy Group and other top-tier analysts. Zeta is headquartered in New York City, with Centers of Excellence in Silicon Valley, Boston, London, and Hyderabad, India.