| Title | FILL YOUR MUM'S HEART WITH LOVE |
| Brand | SAMSUNG |
| Product / Service | SAMSUNG GALAXY S4 |
| Category | A06. Integrated Mobile Campaigns |
| Entrant | LEO BURNETT/M&T VIETNAM Ho Chi Minh City, VIETNAM |
| Entrant Company | LEO BURNETT/M&T VIETNAM Ho Chi Minh City, VIETNAM |
| Advertising Agency | LEO BURNETT/M&T VIETNAM Ho Chi Minh City, VIETNAM |
| Name | Company | Position |
|---|---|---|
| Cinematic Studios | Cinematic Studios | Videography |
| Fireworks | Fireworks | Event Agency |
| Dsquare | Dsquare | Digital Partner |
| Pham Thanh Quynh Nhu | Leo Burnett Vietnam | Junior Strategic Planner |
| Abhijit Das | Leo Burnett Vietnam | Head Of Planning |
| Tran Minh Luan | Leo Burnett Vietnam | Designer |
| Vu Tien Khanh | Leo Burnett Vietnam | Designer |
| Duong Chan Long | Leo Burnett Vietnam | Designer |
| Trinh Minh Tue | Leo Burnett Vietnam | Copy Writer |
| Ho Thi Kim Loi | Leo Burnett Vietnam | Copy Writer |
| Le Thi Truc Quynh | Leo Burnett Vietnam | Copy Writer |
| Ta Ngoc Duy An | Leo Burnett Vietnam | Social Community Manager |
| Vuong The Dat | Leo Burnett Vietnam | Social/Pr Specialist |
| Julian Brzoska | Leo Burnett Vietnam | Digital Marketing Specialist |
| Guilherme Tonon | Leo Burnett Vietnam | Digital Marketing Specialist |
| Tran Giang Phuoc Hanh | Leo Burnett Vietnam | Project Leader |
| Dale Mcguinness | Leo Burnett Vietnam | Art Director |
| Kate Bayona Garcia | Leo Burnett Vietnam | Head Of Digital/Innovations |
| Paolo Garcia | Leo Burnett Vietnam | Digital Creative Director |
| Jeremy Southern | Leo Burnett Vietnam | Executive Creative Director |
Our mission is to give the launch of Galaxy S4 an unprecedented buzz above the usual cacophony of tech-glee. To do this, we tied up the product trial with the act of filling mum’s heart with love on Mother’s day. We installed in every displayed Galaxy S4 a mobile app that gives away 2 minutes free calls and converts talk-time into helium volume to fill up an 8x8m heart shaped balloon. The participants would then take a pledge on our Facebook app and upload photos of their mom which finally get projected on the giant ambient balloon. The campaign literally brought tears of happiness with 1059 active participants, resulting to over 1700 minutes spent talking to mum and over 400 pledges & photos uploaded on Facebook. The promotion successfully gathered over 5.000.000 page views on online PR, 57,672 views on viral clips and over 6 invaluable minutes featured on 5 different TV News Report & Talk Shows.