Samsung Galaxy Note: Decoded Sound

Kredrada Benjaathonsirikul

Mobile phone brand Samsung used TV, online and social media to create an audio puzzle trail to launch its Galaxy Note 5 model to Gen Y customers in Thailand.

Campaign details

Brand: Samsung Galaxy NoteBrand owner: SamsungLead agency: Starcom, Leo BurnettContributing agencies: Macho MangoCountry: ThailandIndustries: Mobile devicesMedia channels: Online video, Search marketing, Social media, TelevisionBudget: 500k - 1 million

Executive summary

The Samsung Galaxy Note was created to empower Gen Y's creativity; the generation of change-makers, unbound by rules.

We set out to answer the question: When Gen Ys become fatigued with functional smartphone advertising, how can Samsung break through?

We did this by leveraging the most overlooked medium, which has the most connection with...

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