Context
Technology media is the key influencers in Vietnam technology market, yet information they deliver to target audience is mostly unfriendly technological language. Therefore, it limited the interaction & understanding between target audience and product functional benefits.
How a PR lead campaign can capture media, KOL, and consumer attention and share the same interest towards its innovative Infinity Display and drive talk of the town about Galaxy S8?
Challenge
In Vietnam, technology journalists, KOL and community have never shares the same interest & interaction toward new launch technology products. In the meantime, Galaxy S8’s Infinity Display needs to be highlighted with stunning visuals.
Insight
Media is interested in technological information, innovation specs.
KOL is interested in product inspirational story & appealing design.
Consumers are interested in practical & user-friendly product feature benefits
Solutions
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.
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.
Impact
– 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