Brief Explanation

How do you establish an innovation that could enhance the creative abilities of smart device users? In Malaysia, we did it by triggering a consumer movement and letting the generated conversations and buzz do the job. Samsung GALAXY Note II, the smartphone and tablet hybrid (Phablet), featured unique innovation – ‘Stylus S Pen’. Stylus enabled users to express their ideas, thoughts and feelings more creatively – allowing them to leverage drawings, pictures, voice and even intermixing all of these for expressing themselves, something that they could not do with other smart devices. Our strategy – create a consumer movement around it. Idea – ask Malaysians to unleash their creative imagination and express what makes Malaysia a Wonderland for them. Yuna, the trend setting Malaysian singer-songwriter with a fan following of over one million was chosen to lead this movement. Using GALAXY Note II and Stylus, she first shared her thoughts on wonderlands in Malaysia on ‘GALAXY Wonderland’ microsite and invited her fans to share theirs. Word got spread amongst her fans and their networks of friends. The submitted ideas, stories, pictures, drawings and videos were used by Yuna as inspiration to create a song titled ‘HOME’ that generated social conversations and on-ground buzz. Campaign received over 5,000 submissions, 265,719 unique web-site visitors, 426,888 microsite views, and half million YouTube hits for the song. An estimated earned media value of RM 1 MN (USD330,000) was attributed to social media conversations and PR buzz discussing benefits of GALAXY Note II and Stylus S Pen. Target Audience: Conceptually defined as ‘Passionate to Make a Difference in the World’. Demographically, these were defined as Mobile Pioneers (Tech Enthusiasts, comprising 22.2% of total population) and Social Media Tribe (Connected Youth, comprising 11.2% of total population), age group of 18 to 39 years in urban Peninsular Malaysia. Campaign Duration(From): 1 June 2012 Campaign Duration(End): 31 May 2013