Malaysian Media Awards Winners Showcase

2017 | |

Lose a Phone, win 10,000 fans

Advertiser: Samsung
Brand: Samsung
Creative Agency: -
Credits: -

The Challenge
Samsung was about launch the Galaxy S7 Edge with cutting-edge features. Having already captured most of the high-end Android market, they set their sights on a new group: iPhone users. The latter, however, are famously anti-anything-to-do-with-Android.

Insight, Strategy and the Idea
So if they won’t listen to us, who will they listen to? We discovered some not-so- surprising facts about Apple fans: They want to know the latest trends (Fear of Missing Out) They love Korean dramas From here, we developed a simple strategy: Can a ‘lost’ phone help users find a new phone? We contacted popular Korea Running Man host Lee Kwang Soo. Through his manager, we persuaded KS to come to Malaysia and while here, to ‘lose’ his precious phone.

Media Execution
When fans heard about his planned visit, they were over the moon. When KS ‘lost’ his phone on an earlier secret visit, they searched everywhere under the sun. His manager contacted online news portal ‘Cari’ and told them about his lost phone. It was filled with thousands of photos (An opportunity to talk about storage). Meanwhile, KS posted the last pic he shot- a night scene at KLCC (NightShot capture highlighted). On YouTube, he asked Malaysians for assistance. We also recruited 100 influencers to help ‘find’ but more importantly, talk about the phone. 2 days before launch, a fan found KS’s phone in the KLCC fountain (waterproof feature). Our KOLs spread the word online. An ecstatic KS announced on social media he would definitely be coming to Malaysia. And he did- to attend the Galaxy S7 launch!

Results and Effectiveness
An estimated 10,000 fans turned up at the KLCC launch In 2 weeks, Samsung Galaxy S7 brand recall jumped 30%. People are talking about the nightshot and waterproof features! Sales exceeded target by 20% Limited-edition bundle with Gear VR sold out in 3 hours