Results and Effectiveness

The campaign produced extraordinary buzz, becoming one of the most talked about phone launches in its category. It was covered in 36 media publications, amounting to a total of USD140K in earned media.

Creative Execution

The result is a contextual out-of-home campaign (consisting of more than 140 panels that make up 29 art pieces) that reacted to the physical environment they existed in: birds hanging out on rooftop awnings, jungle animals leading people to the train station, traffic jams in front of real KL traffic jams and a vortex of sea life that twisted into retail items connecting Aquaria to KLCC. QR Codes were utilized in an irreverent manner, offering passersby a bit triggering random discoveries that continued the stories from the illustrations, allowing people to reconnect with their city in new and surprising ways. Every peice of work from mural to movie, was illustrated and animated entirely on the Samsung Galaxy Note.

Insights, Strategy and the Idea

The client wanted to cover the Masjid Jamek train station with visuals of the Samsung Galaxy Note Avoiding the usual product story that only communicated "features", team saw an opportunity to breathe life into city by using the Note to illustrate their "KL-takeover" story.