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.