WONDERLAND

TitleWONDERLAND
ClientSAMSUNG ELECTRONICS MALAYSIA
Product / ServiceSAMSUNG GALAXY NOTE II
EntrantLEO BURNETT ADVERTISING Kuala Lumpur, MALAYSIA
Entrant Company LEO BURNETT ADVERTISING Kuala Lumpur, MALAYSIA
Advertising Agency LEO BURNETT ADVERTISING Kuala Lumpur, MALAYSIA

The Campaign

“The grass is greener on…” Or at least it would seem like that’s what all Malaysians think, judging from the way we talk about our own country and ourselves. A country that’s always looking out, instead of looking in. Using the just launched Samsung Galaxy Note II, a smartphone-tablet hybrid with a unique stylus that makes the creative process easy, we asked typically apathetic Malaysians to dig deep into their roots to rediscover the country and themselves. We then used their discoveries to build Galaxy Wonderland, a digital manifestation of Malaysia and, eventually, a music video as tribute to its people. Leading the process was Yuna, a singer-songwriter whose international success is due to her unique Malaysian flavour.

Success of the Campaign

Galaxy Wonderland generated high PR mileage with approximately RM1 million in earned media. 265,719 unique visitors explored Galaxy Wonderland online, resulting in 426,888 page views. We received over 5,000 submissions comprising lots of stories, photos, doodles and videos at the end of the month-long campaign period – a big number considering Malaysians’ general reluctance in putting themselves ‘out there’. On Samsung Malaysia’s official YouTube page, Home’s music video has received 466,413 hits so far.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The soul-searching started on TV and YouTube, through a branded travel show that brought Malaysians on a roadtrip to find forgotten gems that were uniquely and extraordinarily Malaysian. From print and digital, we followed people to the Galaxy Wonderland website where they began to tell us what makes Malaysia home through stories, photos, videos and doodles using the Galaxy Note II. These personal inspirations became the muse for the surreal digital Galaxy Wonderland landscape as well as Yuna’s new song ‘Home’ and its music video. A journey that celebrated being Malaysian.

Credits

Name Company Position
Zen Sekizawa Photographer
Jasmine Loh Leo Burnett Kuala Lumpur Account Executive
Liew Wai Sim Leo Burnett Kuala Lumpur Associate Account Director
Ngian Yuchun Leo Burnett Kuala Lumpur Senior Account Director
Hyrul Anuar/Meeyee Foong/Joshua Lim Leo Burnett Kuala Lumpur Designer
Kimberley Lau/Adam Chan Leo Burnett Kuala Lumpur Copywriter
Eric Cruz/Meeyee Foong/Joshua Lim/Hyrual Anuar Leo Burnett Kuala Lumpur Art Director
Eric Cruz/Adam Chan Leo Burnett Kuala Lumpur Creative Director
Eric Cruz Leo Burnett Kuala Lumpur Executive Creative Director