Execution

With Asia Pacific set to play an essential role in the success of the Samsung GALAXY S4, the highly anticipated device needed a launch as iconic as the smartphone itself. The objectives were to: • Build excitement and awareness • Connect with Australians on a large scale We needed something big. Something brave. Something, truly galactic. A week-long media campaign was not going to cut it, so we decided to use one of Australia’s most beloved cultural icons: the Sydney Opera House. Using the GALAXY S4 launch to set the stage, we united ordinary Australians with their extraordinary symbol like never before – lighting up the Opera House and painting a picture of a nation with the faces and photos of Australians. Here’s how it worked: A competition was announced to Samsung’s Facebook fans, asking them to submit digital photos of themselves in a uniquely Australian setting. Like the Galaxy S4, this campaign was a world first. No brand had ever secured the right to project images onto the iconic Sydney Opera House sails before. The event hit the perfect balance of showcasing cutting edge technology while giving the brand the emotional resonance it needed to connect with Australians. In addition, it cleverly localised a global launch, making the GALAXY S4 part of the Australian culture and instilling a relevant and local feel to the brand and product. The Facebook launch of the competition was Samsung’s most successful post ever, delivering 27,000 unique visitors to the microsite. 4,500 entries were received in just 10 days. On the night, people gathered to watch and share the experience online. The event trended globally on Twitter. Total Facebook impressions grew to 4.2 million. With no media spend the campaign generated $14.9 million in earned media impressions. We set out to capture the hearts and minds of a nation, but thanks to the GALAXY S4 and the people of Australia, we set sail and captured the attention of the world.