The Brief

To introduce the new Samsung GALAXY S III, as well as to emphasize the concept – the humanistic approach to its design and features. The challenge was getting people to understand what true design for humans mean.

Describe how the promotion developed from concept to implementation

Humans appreciate customised services or offerings that speak not only to their minds, but their hearts too. So the solution was something unique, personalised, and spontaneously designed for them. The artists were carefully selected. Mainly for their ability to engage audience and compose music on their feet. The event took place LIVE via webcast on a microsite linked to Facebook, where fans contributed their song requests. Unique entries were selected and had their songs performed. These entries would later be voted on for the prize of a GALAXY S III.

Describe the success of the promotion with both client and consumer including some quantifiable results

61 personalised songs (that’s 6 albums!) were created under 8 hours, with 2262 Facebook collaborations. During the LIVE webcast, a total of 1882 visitors tuned in with 75% of return visits. During the campaign duration, the site saw a total of 8643 visitors, with 10,610 total page views. More than 2500 LIKEs were garnered for the songs.

Explain why the method of promotion was most relevant to the product or service

Humans enjoy engagements that involve them emotionally. Your Song connected with users on popular social network Facebook, required minimal effort, yet provided much entertainment. It also introduced users to the fundamentals of the product’s design and concept.