Galaxy Case

My target group does not watch TV, uses an Ad-blocker in their web browser and gets most of its information from websites. So the campaign exists predominantly online in form of innovative, entertaining storytelling videos, an appealing customized website and social media efforts. Additional events at universities to attract and entertain students would be a smart move as well.

My campaign tells the story of an ambitious student, who loves going abroad to meet new cultures and to broaden his horizon as a global citizen. On his last day at home, he invites all his friends and his family, with which he has a great farewell party with a lot of drinks, laughter and happiness. The next day his parents and his girlfriend, full of excitement, take him to the airport. The following days the student finds himself in a foreign environment confronted with a foreign language and new professors. Time passes; the student adapted to his situation, made some friends but nevertheless somehow feels stressed out from individual assignments, group work and presentations. He gets melancholic, lingers after his mum's food, sitting in a regular bar with his pals and cuddling with his girlfriend. The colors turn grey and the music creates an emotional depression too.

Now comes the turn. He looks at his Samsung Galaxy S3 he got from his parents, last Christmas. Just the look on the pearl white phone with the huge, crystal clear, HD display turns his mood. The colors turn bright and manifold and the music becomes very upbeat and uplifting. He remembers all the good times and finally uses his phone to contact his friends and to invite them over to visit him in Lisbon.

So the campaign has to communicate three parts: The object (the phone), the sign (friends & family) and the interpretant (when I have this particular phone I can connect with my loved ones anytime and anywhere in High Definition.)

In addition to this viral internet campaign, Samsung could go to international universities sending a young sales force team to present their new phones, its performance and entertainment possibilities. Important hereby would be that students are able try out the phone and get as much stimuli input from the presentation as possible.