integrated brand & product campaign / digital eco-system
unbox your phone
Leo Burnett Vietnam arrived to make a pitch for an integrated brand and product campaign of the Samsung Galaxy S8 in Vietnam following the launch of the new bezel-less phone. Samsung Galaxy S8 global ad focuses on the mobile’s new larger ‘infinity’ screen, which has not been featured on previous Galaxy models, and our work for Vietnam is to capitalize on the narrative of ‘breaking out’ of the typical smartphone’s modest screen size. This is an ongoing campaign with various phases that ran all year.
TVC Vietnam Version
khai phóng trải nghiệm điện thoại
Digital tease
the unconfined livestream
A fake Facebook livestream that compels users to interact with the content until the Samsung Galaxy S8 is revealed when the virtual phone’s bezels crack.
HOW IT WORKS
Users view an interactive video presented as a “live” session; in essence, this is a “fake” Facebook livestream that closely resembles the platform. The bezels of the virtual phone crack to reveal the brand-new Samsung Galaxy S8 as viewers respond to the video. The content on the phone invades and controls the entirety of Facebook.
Pre-order Activation
shake to own
Anticipation for Galaxy S8’s first arrival in Vietnam was at an all time high, as people can’t wait to have a first hand experience of the revolutionary “Infinite Display”. But with still a month away from it’s local launch, how could we keep people’s excitement about the new bezel free display screen without the actual S8? Simple, we let them do it virtually, and break those bezels right on their actual phones.
Video Case Study
Digital engagement
time to move on
Why do our competitor’s fans still resist to leave their current treasured smartphone? How do we convert these die-hard users of other smartphones to switch to Samsung Galaxy S8? We needed to liberate them from their bond and let go of their sentimental attachment with their current phones.
IDEA
We decided to show them that it’s TIME TO MOVE ON
To be able to penetrate their hearts and minds, we needed to get into their beloved phones. We developed a mobile platform that detects the mobile device of the user, so that we can direct content to them that is specific to the kind of “other” phone they are using. Carefully customized Facebook and GDN contents targeted at 30 different smartphone models and geo-targeted top 12 iPhone cities were deployed leading users to the platform.
Digital Engagement User Flow & Video Case Study
Time To Move On TVC
Online feature videos
These videos were based on the same TIME TO MOVE ON concept, in which we showed how constrained users’ experiences were before the new S8 liberated them. The series focus on the S8’s superior features to follow supermodel Thanh Hang about for a day.
Limited TVC featuring Orchid Gray S8
Client
Samsung
Agency
Leo Burnett Vietnam
Credit
ECD: Saga
CD: Paolo Garcia
Sr. Copywriter: Tea Nguyen, Chieu Pham
Sr. Art Director: Dan, Oz, Raven, Dinh Dinh
Account Director: Julian
Award
MMA The Smarties 2017
“SHAKE TO OWN”
-Vietnam Best In Show Campaign
-Gold Winner Most Engaging Mobile Creative
-Gold Winner Product Launch
-Gold Winner Mobile Website
-Silver Winner Promotion
“TIME TO MOVE ON”
-Silver Winner Best Brand Experience
in Mobile Rich Media