Brief Explanation

2013 was a year of high profile launches in the smartphone category. The iPhone 5 launch in third week of December 2012 had set the tone for upcoming events. The iPhone 5C and 5S were launched in the second half of 2013, HTC One (middle of the year), Sony Xperia Z1 (middle of the year), Nokia Lumina 1520 (second half) LG Optimus Pro (middle of the year)… Apart from these, Alcatel, the phone recommended by Government of Malaysia under the Youth Communication Package program, also launched its comparable advanced version ‘One Touch’. Adding to the chaos, lesser known Chinese and Taiwanese brands too flooded the market with their own versions of advanced smart phones. In such intensely competitive and over communicated market place, consumers were becoming unsure about the utility of advanced features and competing brands were striving to outdo each other. Most players were resorting to cutting prices and working out affordable bundling with telecom operators. Samsung GALAXY S4, the highly-anticipated successor to the popular GALAXY S3 was launched in such a cut-throat environment. With its launch, Samsung GALAXY S4 became the flagship smartphone from Samsung. It was packed with several advanced features as compared to any competing brand and its own predecessors. With features like dual shot, drama shot, group play, Samsung hub, smart pause, home sync etc. it promised to be a ‘Life Companion’. However, not everyone saw it that way. Media reports, often fuelled by competing brands, labelled Samsung GALAXY S4 innovations as not necessary and gimmicky. Such conversations in main stream and social media seeded doubts regarding utility and usefulness of Samsung GALAXY S4 innovations. The situation posed a threat for its prospects in Malaysia – one amongst the fastest growing smartphone markets in South East Asia.Our goal was to dispel the unnecessary doubts regarding Samsung GALAXY S4 features. Campaign Objectives: 1. Demonstrate how it was actually a “Life Companion” precisely because of the unique features it offered 2. Engage consumers so they experience the enhanced and added value of these unique features in their lives Target Audience: Mobile upgraders, 25-39 year old, from middle to upper middle income strata. These were further defined as ‘Business Essentials’ (depended on technology to manage time-starved lifestyle, comprising 31.1% of total population) and ‘Mobile Pioneers’ (advocates of new mobile innovations, comprising 11.2% of total population).