THE SPARKLE PROJECT

Bronze Spike

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TitleTHE SPARKLE PROJECT
ClientSAMSUNG ELECTRONICS
Product/ServiceSAMSUNG GALAXY NOTE
CategoryA05. Best Use or Integration of User-Generated Content
EntrantLEO BURNETT ADVERTISING Kuala Lumpur, MALAYSIA
Entrant Company:LEO BURNETT ADVERTISING Kuala Lumpur, MALAYSIA
Contributing Company:LEO BURNETT ADVERTISING Kuala Lumpur, MALAYSIA

The Campaign

Branded Entertainment is not very pervasive in the country. There are regulations on advertising but not specifically on branded entertainment.

Results

When the GALAXY Note hit the market, the client found that there was high interest in the product – a phone/tablet hybrid that comes with a stylus. But it lacked emotional connection, i.e. not all of that interest was translating into actual purchasing intent.The campaign objective was to bridge that emotional divide. The target audience comprised young, hip, well-informed trendsetters – the digital natives. This group is constantly looking for avenues to express their talents – through music and art. We honed in on one key product truth – the Note puts the human touch back into technology – it’s the ultimate tool for expression.Instead of a big campaign, our solution focused on engaging the audience on a creative level. The Sparkle Project is a collaboration between Yuna and her fans to bring to life the world’s first music video shot and animated on a GALAXY Note. It rolled out in a few stages. The live action portion of the music video set the tone for things to come.An ambitious effort that took the viewer through six environments in one single, fluid take – all shot on the Galaxy Note. Then it was opened up to the public. A message from Yuna, asking her fans to help create her new music video. Print and concert-style posters drove traffic to the microsite. People logged on to sparkleproject.my by the thousands, and left ideas, poetry, pictures and videos. Next, illustrators, drawing inspiration from all the entries, illustrated layer after layer of art using the Galaxy Note. Then came the animators, who brought the illustrations to life, frame by frame. The video was launched in a big way. Each time viewers watched the music video on the microsite, they saw one that is never the same twice, dynamically pulling from the user submissions.

The audience is engaged on a creative level whereby it started off with a message from Yuna, asking her fans to help create her new music video, Sparkle. Fans can then submit ideas, poetry, pictures and videos at sparkleproject.my where all the submissions are then translated into animations for the music video.

The Sparkle Project generated great responses from the target audience: - High visits were recorded to the site with 135,594 page views and 96,346 unique visitors - The campaign garnered a total of 3,575 submissions – fans submitted pictures, drawings, text and videos with 1 fan even dedicating a song to Yuna. - Most importantly, the GALAXY Note awareness and sales level were met with all the hype created from The Sparkle Project.

Credits

Name Company Position
+cruz Leo Burnett Malaysia Executive Creative Director
+cruz, Adam Chan Leo Burnett Malaysia Creative Director
Derek Yeo Leo Burnett Malaysial Copywriter
+cruz, Derek Yeo, Hyrul Anuar Leo Burnett Malaysia Art Director
Ngian Yuchun Leo Burnett Malaysia Account Supervisor
Lee Wei Jiin Leo Burnett Malaysia Advertiser's Supervisor
Foong Mee Yee Leo Burnett Malaysia Designer
Adzam Bahrin Leo Burnett Malaysia Creative
Liew Wai Sim Leo Burnett Malaysia Associate Account Director
Zen Sekizawa Leo Burnett Malaysia Photographer
Quek Shio Chuan Reservoir Production Director
Ismail Kamarul Reservoir Production Producer
KidChan, Najib, a.k.a. Art:Tech, Shahril Nizam Artists
MotioFixo Animators
Hyrul Anuar, Gary Chuah Leo Burnett Malaysia Illustrator
Ken Chin Leo Burnett Malaysia Chief Technologist
Vincent Chin, Lai Koon Wai, Ng Soo How Leo Burnett Malaysia Technologist
Chew Mei Ling Leo Burnett Malaysia Project Executive