Samsung: Sonar

Peilin Lee

Campaign details

Brand owner: Samsung Asia
Agency: Starcom MediaVest Group/RADIOactive
Brand: Samsung
Country: Singapore
Channels used: Events and experiential, Internet - general, Internet - microsites, widgets, Mobile and apps, Social media
Media budget: Up to 500k

Executive summary

The agency wanted to turn Samsung into the phone that focused on the best entertainment experience. On a grand scale, they wanted to provide a single platform that gave users access to all of their favourite music genres.

From this idea, Sonar was born. Sonar was Singapore's first multimedia online and mobile streaming app that provides not just the sound of electro and house music, but unprecedented accessibility to the entire lifestyle of the genre through videos, lyrics, fashion news and cultural happenings right at the user's fingertips.