Results and Effectiveness

•Samsung propelled to the status of being the No.1 Smartphone brand in India Source: AC Nielsen •26 topics resulted in more than 1560 minutes of opinions and 104 minutes of on air coverage .On air amplification reached more than 12.1 mn viewers. •Samsung Mobile was 2011’s top brand in Social Media in India (Source:NM Incite) •Samsung ranked the Most Aspirational brand of 2011 in the Brand Wagon-Synovate survey •We demonstrated that marketing inspirations do not come from text books alone-there is learning available all around us to get inspired and build iconic campaigns.

Creative Execution

3 key highlights of the movement •Kept the Speak up movement relevant to Youth – By taking up issues which are relevant to them– Is corruption the biggest issue India is facing today, Should facebook or twitter be censored, Do we need to openly show Gay support? And many more •Media amplification to turn into a movement - We amplified the movement by partnering with Channel V (India’s No.1 youth channel) and created youth reporters who unearthed the issues that mattered most to young Indians which were televised and aired on TV. •Transfer the ownership of the issue to the audience and get them engaged - Galaxy Y SPEAK UP was taken on ground with Youth Debates in various Cafe’s. Street Plays & Flash Mobs created a revolutionary mobilization of Gen Y touching more than 3 Million youth. Online uncensored conversations captured the anger of youth in its raw form.

Insights, Strategy and the Idea

Numbers of local players were introducing entry level Smartphone's at competitive pricing in the range of $20 in India. Samsung launched Galaxy Y range of entry level Smartphone's with an objective of attaining No.1 market share in this segment Samsung’s challenge: In a country with a population of 302Mn youth – an entry level smart phone to succeed has to reverberate with Youth. Research showed that 86% youth is aware of issues that hurt society on a day to day basis and 67% contribute to these social causes through peripheral means and rest develop interests based on peer group and personal preferences. Idea: We decided to start a MOVEMENT by letting youth to voice their opinions on social issues. We created “Galaxy Y Speak Up”and brought the voice of youth on the national platform. India's youth got VOICE, RESPECT, and INFLUENCE to impact India‘s burning social issues through Speak UP