|Title||CREATIVE BE LIKE… IT’S TIME TO UNBOX YOUR CREATIVITY LIKES NEVER BEFORE WITH GA|
|Product / Service||GALAXY S8|
|Category||E02. Costs / Creative Performance PR Campaign|
|Entrant||GOLDEN COMMUNICATION GROUP Ho Chi Minh City, VIETNAM|
|Idea Creation||GOLDEN COMMUNICATION GROUP Ho Chi Minh City, VIETNAM|
|PR||GOLDEN COMMUNICATION GROUP Ho Chi Minh City, VIETNAM|
|Production||GOLDEN COMMUNICATION GROUP Ho Chi Minh City, VIETNAM|
|Le Thi Thuy Duong||Golden Event PR||PR Planning Manager|
|Huynh Le Khanh||Golden Event PR||Deputy Director|
|Nguyen Tran Khanh Vy||Golden Event PR||Senior PR Executive|
Understanding target audience hobby of taking unique photograph, together with the inspiration of product uniqueness, 1st time-ever smartphone owns Infinity Display, which can create an illusion of invisible photography. We come up with a creative Invisible photograph, which only can be made by and with Galaxy S8 that could catch interest and create creative habit of product usage among media, KOL and consumers. Our campaign philosophy “everyone can be creative become” a social inspirational movement.
Total budget: 500,000 USD PR: 300,000 USD Digital: 200,000 USD Earn: 2,320,000 USD
Kicked of the trend of creative photography with technology media, inspired media to bring a fresh air of creativity in their technology product hand-on and review articles with the invisible photograph illusion made from Galaxy S8. Provided user-friendly guideline and tips to unbox their creativity with Galaxy S8 in different life contexts. Following by celebrities, bloggers and youtubers continuing posted their Invisible GIF on social media and challenging consumer to create their own creative version of photograph with Galaxy S8. Galaxy S8 has changed the way consumer being creative like never before in photography thanks to its innovative infinity display.
• Winning over SOV on both media (49%) & social media (63.3%) • Drive sales 3 times comparing to Galaxy S7 • Generate 4,226 earn media with net sentiment 99% • Change consumer creativity in making photography on social media • Change technology media practice in delivering information to consumer with more creative & interactive contents
PR played a central role in the campaign by successfully owned Infinity display innovation for Galaxy S8, which inspired media to create creative photograph with Galaxy S8. The invisible photograph became a phenomenon on social media, following by KOL & community, who are inspired to unbox their creativity with Galaxy S8 and its Infinity display. The campaign successfully evoking the creative photography trend with smartphone & talk of the town by creates new creative way to engage with media.
We created creative approach with technology media, inspired journalists with Galaxy S8 Infinity Display to create new trend of creative photograph with Galaxy S8, Invisible photograph. The creative trend becomes an inspiration for creative content creators & KOL to follow and create social movement among community.