Malaysian Media Awards Winners Showcase

2011 | |

Dialing Up the Creative

Advertiser: Samsung Malaysia Electronics Sdn Bhd
Brand: Samsung Galaxy 5
Creative Agency: Leo Burnett KL
Credits: Connie Tan (Senior Media Manager), Lee San San (Media Group Head)

At the height of the iPhone popularity, the launching of Samsung’s Galaxy S would face the possibility of being drowned out by the competitor’s media hype. We needed to find a way to influence our target audience to consider the Galaxy S.

One of the key winning features of the phone (from many early online reviews) is its super AMOLED display screen which delivers super clear images. From a creative standpoint, we saw an opportunity to reinforce this USP on tech magazines as they are printed with gloss finish. By creatively appealing to the techies/early adopters who reads such magazines, we aimed to convince them that our Samsung Galaxy S Android smartphone was a worthy contender.

A 16-page mini booklet on the Galaxy S was placed on the cover of, printed on high quality gloss finish. This guide book served to educate the techies on the phone’s features and benefits, arming them with bite-size content which they can use to populate the Web through their blogs, forum entries and Facebook. Having great content that other website owners will want to link to will improve search results for Galaxy S.

The Samsung Galaxy S shot into space! Local search volumes on Google grew by 87% within a month of the launch and continued to increase while iPhone’s interest stagnated. According to Samsung Malaysia, they managed to sustain their sales target for 3 continuous months from launch date.