The Brief

This entry is appropriate to Direct Marketing in two main points: 1) Direct to true insight: Although we are living in a borderless world where everyone seems to be easily connected under digital communication, yet people still struggle to express their true feelings, which is the real facing issue in this fast-moving age. 2) Direct to true target: The use of selected media channel to hit the right target audience by buying ad with clearly defined profile of the audience so it can touch them with most relevant insight.

Creative Execution

Samsung Galaxy Note 4' S-Pen opens another way for people to communicate. The domination of smartphones today weaken the importance of writing, which is in fact a very powerful way of human communication. It cleverly plays around with human insight and portrays in a form of an experiment under the idea "The Power of Writing.” to prove the belief that a person’s own handwriting has the power to bring out his thoughts of true feelings. The experiment was purely organic and non-scripted. We recruited real people with unresolved issues to tell the story of their problems. After all, it turned out that people wrote what they really felt out. The problems that were unresolved for a long time were eased by writing. The clip gained much interest witnessed from numbers of audience viewing rate in a short time, followed by supported digital campaigns encouraging people to write with the S-Pen.

Describe the creative solution to the brief/objective.

The target audience are people who use technology for communication in everyday lives especially the Samsung users. However, the convenience of technology creates a barrier that conceal people to express their real feelings inside. Samsung products and technology have always aimed to help people communicate easily and strengthen relationships, with the S-Pen feature in Galaxy Note 4, it enables people to write and draw with ease, restoring the importance and magic of personal writing that allows us to express our true feelings.

Results

The clip gained over 1.2 M. views on Youtube Trueview within a few days with an engagement rate of 54.16% ever since the first day the ad ran and continued with this rate throughout the end of campaign which was triple the rate than other Samsung online ads with the same airing duration.