| Title | SPACE BALLOON PROJECT - YOUR HOPES IN SPACE |
| Brand | SAMSUNG TELECOMMUNICATIONS JAPAN |
| Product / Service | GALAXY SII |
| Category | A06. Best Use of Digital Media in a Promotional Campaign |
| Entrant | HAKUHODO Tokyo, JAPAN |
| Entrant Company: | HAKUHODO Tokyo, JAPAN |
| Sales Promotion/Advertising Agency: | HAKUHODO Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Takeshi Nozoe | HAKUHODO | Creative Director |
| Tsubasa Oyagi | HAKUHODO | Creative Director / Copywriter |
| Kampei Baba | Bascule | Creative Director / Web Director |
| Nobuhiro Arai | HAKUHODO | Copywriter |
| Shin Takeuchi | Bascule | Art Director |
| Masaya Yamamoto | Taiyo Kikaku | Director |
| Inutake Hiroharu / Hidekatsu Nagasawa | Taiyo Kikaku | Producer |
| Koji Mito / Katuya Yamada | aiin | Music Producer |
| Masami Onodera / Kenichiro Tanaka | Bascule | Technical Director |
| Kazuhisa Maekawa / Yuki Anzai | Bascule | Engineer |
| Takayuki Watanabe | Bascule | Interaction Designer |
| Seiki Nakayama | FISHGROVE | System Engineer |
| Tsutomu Yakushijin / Kota Takaichi | HAKUHODO | Account Supervisor |
| Changmin Oh | SAMSUNG | Advertiser’s Supervisor |
| Masayoshi Boku | Bascule | Creative Adviser |
| Ryunosuke Goto | HAKUHODO | PR Planner |
The mobile phone market in Japan has been dominated by domestic manufacturers and thus has been called "Galapagos" for decades. In such a state an international brand, the SAMSUNG GALAXY set a mission to become a respected, loved, and national brand within the Japanese “Galapagos” market. (Aimed to become No.1 in Japan in sales, recognition, and favored.)
We created a “story” that involved everyone in Japan. The world’s first LIVE communication challenge set in space, enabled by the GALAXY S II. That’s our “SPACE BALLOON PROJECT”. The GALAXY S II was attached to a meteorological balloon and its 90-minute flight to space was streamed live. During the flight more than 3,000 heartfelt messages to enlighten Japan from all sorts of SNS were shown on GALAXY S II’s display in space, many posted LIVE. Messages and icons shown on the GALAXY S II became a LIVE demonstration of its beautiful display.
- 1.22 million page views (one month after launch of the campaign site.) - Over 380,000 unique viewers of the USTREAM live stream of balloon flights. (Officially the new USTREAM Asia record for a short-term show) - Related tweets of the project: 89,000 - Many Japanese TV news shows, American ABC national and KXTV aired stories about the project, and more than 300 web articles were posted. - After the GALAXY S II went on sale in Japan its sales recorded 200% increase of its prior model. - The same month GALAXY S II’s share in Japan accomplished number one.
Mobile phones connect people. In the world today with fast development of social media and rapidly enlarging communication environment, we aimed to once again let people feel the warmth, and importance of such human connections. After the earthquake and tsunami crisis, social media subscribers increased by 30% in Japan due to rise in community consciousness. By connecting the USTREAM live stream with all sorts of SNS, the journey of one small smart phone became a loved and cheered space project like the Apollo 50 years ago, and the “Return of the Hayabusa” June 2010.