The Campaign

Imagine you lost the love of your life, and all you had left were the memories stored on their phone. Could you still create the life you were meant to have together? Wind Chimes in a Bakery is an 8-episode web film that tells the story of Sue and Adam, star-crossed lovers betrayed by fate. Sue is a bright young woman who uses her GALAXY S4 to capture daily life. We soon discover that she has an inoperable brain tumour and when she passes, Adam is left with nothing but her phone. Through the memories and experiences stored on her GALAXY S4, we relive the story of their love. In the end, what we get is a message of hope, of triumph through adversity, of love conquering all. And at the heart of story is a little piece of technology that shows us what it means to have a “life companion.

Success of the Campaign

‘Wind Chimes in a Bakery’ reached over 4.5 million viewers, who watched over 13 million minutes in the first 6 weeks. This is in a country that only has about 6 million English speakers. Viewers gave the series an approval rating of 97% and comments flooded in supporting the multi-racial storyline. Subscribers to the Samsung Malaysia YouTube channel shot up by over 200%. Fan covers of the soundtrack were created. Most importantly, GALAXY S4 sales were boosted, which helped to raise Samsung's market share to a record 76%.

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

To demonstrate the role of the new GALAXY S4 as a ‘Life Companion’, showcasing the scope and potential of its features in a way that would resonate with Malaysians. The target market is fanatical about Korean culture and entertainment, so we developed an 8-episode Korean drama series that featured two Malaysian star-crossed lovers and the Samsung GALAXY S4. We collaborated with Korean director Jang Jae Hyuk, best known for creating music videos for K-pop sensations Rain and the Wonder Girls, to give ‘Wind Chimes’ the treatment and style of Korean dramas. And because of the unique premise, compelling story and high production quality, we wanted to create numerous opportunities for earned media to support the project.The series was featured heavily in traditional and digital media, celebrated by news editorials and bloggers alike. Print, outdoor, in-store, digital and TV advertising directed people to the web series.