Malaysian Media Awards Winners Showcase

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Challenge
After Samsung Galaxy Note was launched, reception was lukewarm as few recognized its capabilities – was it a tablet or a phone? Designed for the busy business traveller, Note, a smartphone with tablet capabilities, met demands for meetings and note- taking. Now to convince the businessman to change to the Note.

Solution
Working on-the-go is a norm for the business traveller. Today’s businessmen work from their Blackberries, which capabilities are limited to emails. Attachment reading and typing is a chore on the device. ‘Taking Note: On-the-Go’ campaign was launched targeting business travellers who spend a lot of their work time in airports! The airport was thus a perfect location for a captive audience. We brought ‘live’ on-the-go experience of the Note to the traveling businessmen.

Execution
Two units of oversized Samsung Galaxy Note interactive ambient structures were built to seize business travellers’ attention at KLIA’s Departure Hall, Business travellers could try out the actual Note itself with the S Pen (seeing is believing) and how the Note benefits them and fits into their routine as a business traveller – from reducing work time to luggage size!

Results
Business travellers got to experience the Note without needing to walk into a store. Purchase considerations were made on the spot, and product recall was enhanced as well as an increased user desire for a Note. Retail auditor, GFK, reported higher sales for Samsung Galaxy Note during the campaign period.