The Campaign

The GALAXY Note was launched in tandem with Girls’ Generation concert. ‘Feel Free’ was the core communication that aligned brand, product, and event tie-up seamlessly into one. Samsung needed to launch a new SKU for a whole new product category which uses a stylus. A tool deemed ancient by many. Using the insight of deep passion of Singaporeans for Korean-POP, Samsung gave fans the freedom to express themselves; to feel free. This was achieved through GALAXY Note’s unique free creation feature: the doodlepad. The creative expression is taken from Creative Buy on Press, to Facebook app online, to interactive kiosk on-ground and in-store.

Success of the Campaign

The launch of GALAXY Note in Q4 2011 accelerated sales growth for Samsung Mobile by 31% (compared to sales records during other quarters). Also, sales quantity in the 4th quarter of 2011 jumped 6x more as compared to the same sales period in 2010. Samsung Mobile Singapore Facebook Page saw a leap in fans increment in just one and a half weeks, with over a thousand submissions and a whopping 58,000 page views.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The product was launched on The Straits Times via creative buy in the form of a doodlepad. An ad that consumers are welcome to doodle on. The same creative expression is digitally available on Facebook as an app that allows fans to ‘doodle a note’. The same idea is taken to Samsung flagship store for further interaction. To give a taste of what was to come, nine fans were selected from hundreds of contestants to represent each member in Girls’ Generation and express themselves in dance. They performed the group’s hit song ‘The Boys’ LIVE at various parts of Orchard Road, Singapore’s prominent shopping belt. On the days of concerts, fans were ferried to the venue aboard the exclusive Samsung Party Bus. Those who camped the night before for mosh pit space got their personal caricatures drawn by artists. The interactive kiosk was also available for consumer interaction.