Advertiser: Samsung Brand: Samsung Mobile Creative Agency: LiquidThread Credits: LiquidThread — Siti Khairuddin (Associate Director, Brand Connection), Asreena Ramdan (Senior Executive, Production and Development), Johanizam Johari (Media Planner)
Samsung launched an entry level smartphone, Galaxy Y Neo, in an effort to enhance the mobility experience of feature phone users. We were tasked with convincing these tail-enders to migrate into the 21st century. But, we needed an Ice Age to make this GREAT MIGRATION to happen.
The Solution – Insight & Idea
[Reality is TV, TV is reality]: Our core audience, the Young Urban Malays are especially fascinated with the reflection of their reality on TV. These content junkies craves the emotion, passion and action that reality shows offer. They have high affinity towards music, gossips, TV and digital. [Astro, the big boom]: Astro’s Ria and Media Prima stations were gaining a lot more traction with our target audience. Ria and Prima have led the charge in helping Astro Malay achieve audience growth of 78% over the past few years. [Content beyond plain vanilla]: Whilst we understand that branded content drives engagement, our audience is constantly looking for additional content, all the time. Our audience are equally interested in peripheral and insider content. And they want it across multiple screens (77% watch TV alongside another device). When Akademi Fantasia (AF), Malaysia’s most popular and longest running talent search TV reality show, announced it was coming back on air, we saw an opportunity to power it up with Samsung. [No ordinary sponsorship]: We wanted to create a content experience to our audience across different platforms. Our idea: “Samsung, where everything begins” was seeded into the sponsorship and content.
We created 5 unique experiences surrounding the Akademi to enhance • ‘Shorts’ on the shortlists: covered contestants’ lives, emotions, motivations and how Samsung enables them improve their singing performance (4 episodes x 30mins)
We ensured Galaxy Y Neo was built into the show via  Product integrations;  Visual signage in the show;  Verbal endorsements from judges, hosts and participants; and  Product and functional usage demonstrations.
Samsung’s content bouquet became the most apt support for rejuvenation of Akademi Fantasia: 4,640,000+ unique viewers tuned into finale making AF the most popular reality-music show, 17,000,000+ social media impressions, features in newspapers and on TV, 25,000 fans downloaded the app to vote for their favorites, 80,000+ attended Prelude concerts; ratings increased 20%, 55% surveyed audience recalled Samsung as AF’s Main Sponsor Sales spiked across all lower-end smartphones rather than just Galaxy Y Neo.