Creative Execution

Galaxy S6 was packed with superior design and product features. But how do you convince consumers unless and until they experience for themselves? Hence, we not only created a love story that streamed online; but fanned their curiosity by inserting extra juicy bits into the narrative. This could be seen only when users sync their smartphone with the main screen, made possible through the double screen technology. The innovative technology integrated the online film for desktop and mobile at once enabling the users to connect and interact with it seamlessly on both screens. S6 screens were having full access to the film while the non-S6 users could partially view the story. 5 direct and interactive messages were sent to their screens triggering an urge to experience the complete film in 79 stores nationwide.

Describe the creative solution to the brief/objective.

The campaign targeted young adults, 18-35, who belong to middle or high social class. For them, the phone defines who they are and conveys their social status. iPhone is their preferred choice. They follow fashion and trends; with fascination for celebrities and love stories. We knew that our core audience is driven by passion for celebrities and love stories. So we created a film featuring famous Vietnamese celebrity, Thanh Hang, falling in love with a young strapping man in Paris. The film was shot in Europe capturing the sophisticated style and aesthetics aspired by Vietnamese.