Results and Effectiveness

The activation literally brought tears of happiness with 1059 phone calls and messages and 1728 talking minutes spent in a single day. The display of the giant heart shaped balloon within a week pulled over 100,000 curious bystanders, generating 80,000 impressions on the Samsung Mobile fanpage, recruiting 2700 new fans. The promotion also earned PR which got over 5,000,000 views and delivered 57,672 views on the viral tribute videos to moms. The event itself was lately reported on five different TV News Report & Talk shows. More importantly, the act allowed people to find the HEART of a tech-driven brand Samsung.

Creative Execution

We set up the activities near a popular shopping mall where people usually hang out to have a good time. On Mother’s day, we installed specially designed Galaxy S4 phone booths that gave away free calls to mum & converted talk-time to helium volume. The gas would then fill up a huge 8x8m heart shaped balloon. The participants can also send mum photos with a 9-second voice message, powered by Sound&Shot, one of S4 key features. To make our campaign bigger, we allowed facebook users to take a pledge on our facebook app and remotely project tribute photos & messages to moms onto the giant ambient balloon. The inflatable heart balloon was exhibited during the week after. Along with the event, the heartfelt message to mom was largely spread through both online and offline PR articles. The collection of Sound & Shot photos was lately made into a viral tribute video.

Insights, Strategy and the Idea

Samsung is one of the most popular smartphone manufacturers in Vietnam but people are easy to switch to other alternatives. Indeed, the brand is sharing a weak emotional connection with the consumers. In Vietnam, kinship plays an important role. People are very family-focused and prefer to get together under the same roof. However, given the rapid modernization, one in four moved to the cities to look for work. They ended up missing their family, especially their moms. Samsung decided to give them the opportunity to reconnect with their moms on Mother’s Day and turn a simple mobile call into a meaningful act of care.