Julian and his Magical Skates

 

Samsung brand film presented on the Samsung Galaxy Note8

 
 

 

The Challenge

People are embracing the convenience of working remotely and are becoming ever-more “digital” in their approaches to life.

The one device that promotes this is the Samsung Galaxy Note8, a smartphone built for the very purpose of ultimate mobile productivity to drive achievers in doing bigger things in work and life.

Hence the tagline – Do Bigger Things

 

The Idea

To inspire Malaysians to reach their goals and potentials by fully utilising the innovations of today’s technology, Samsung Malaysia Electronics embarked on a digital campaign with Julian Yee, Malaysia’s first Winter Olympian in figure ice-skating.

Julian’s journey as the first Malaysian to take on this challenge is both admirable and inspiring, and is one that truly reflects the “Do What You Can’t” spirit.

Samsung saw the compelling connection between the two and took the opportunity to tell Julian’s story using the very device that aims to help people do what they can’t. Samsung took a creative approach in telling Julian’s story through an animated video illustrated entirely using the Galaxy Note8. The brand film was not only an opportunity to showcase the capabilities of the Galaxy Note8 and its signature S Pen, but also served as Samsung’s heartfelt way of sending Julian off to the Games in high spirits.

That Malaysians can Do Bigger Things!

 

The Execution

This brand film is the first in Malaysia to be illustrated and conceptualized entirely by a mobile device, giving birth to a creative video that further cemented Samsung’s progress in innovation and doing the impossible.

With the Galaxy Note8’s one-of-a-kind S Pen and large Infinity Display, the creative team possessed the perfect tool and a canvas big enough to bring their illustrations to life.

This brand film is the first in Malaysia to be illustrated and conceptualized entirely by a mobile device, giving birth to a creative video that further cemented Samsung’s progress in innovation and doing the impossible.

With the Galaxy Note8’s one-of-a-kind S Pen and large Infinity Display, the creative team possessed the perfect tool and a canvas big enough to bring their illustrations to life.

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Samsung hosted a media event where “Julian and his Magical Skates” was unveiled. What was meant to be a small group interview with Julian became a press conference as 35 media titles represented by 54 media members turned up, an encouraging sign of support for both Julian and Samsung. Samsung’s “Do What You Can’t” message and Julian’s spirited journey were the focus throughout the event.

Creative Director of Ensemble, also present at the press conference, shared that while the Galaxy Note8 is not as large as a desktop; its portability makes it a great tool for productivity on-the-go. He added that the feel of the S Pen on the Galaxy Note8 is as close to a real pen and paper as it can get.

Following the press conference, Samsung uploaded the animated film onto YouTube.Samsung also released a behind-the-scenes video to show Malaysians how the team develop the animated brand film from scratch.

 

The Results

This exercise was an overall success not just in media coverage, but on social media as well. A total of 71 articles were generated, resulting in an AVE of USD284,000 (~RM1,165,000) – achieving a PR value of ~RM3,500,000 and an ROI of 132 times.

On social media, “Julian and His Magical Skates” garnered 2million views on YouTube while the “Making Of” video garnered 51,000 views.

Beyond quantitative results, the PR team achieved quality coverage with key messages captured and conveyed in a positive tone. Tech media, inspired by the film, additionally wrote of the phone’s power for productivity, making it perfect for the on-the-go millennial achiever.

This campaign was also recognized by PRCA Malaysia for the MPRA Best Use of Digital Silver Award.

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