Samsung calls for daredevils for Galaxy SII

Under the challenge, each daredevil will be given a Galaxy SII smartphone to complete a barrage of tasks, submitted by the public via the microsite www.galaxyvstheworld.com.

Organised by Cheil, the goal of the campaign is to promote consumer awareness and engagement. The campaign allows the public to post challenges for the “test force” via the microsite. In addition, the public can also share their challenges through Twitter and Facebook.

Allan Wu, a local celebrity and host of the ‘Amazing Race Asia’, will host the final challenge and award the winner $10,000.

With so many new phones being released in the market with parity differences and the ‘Me too’ marketing, Janice Koh, head of client servicing at Cheil, said the agency couldn’t simply promote new features.

“Instead we had to nudge consumers beyond their comfort zone and truly engage with the Galaxy SII. By daring individuals to perform feats around Singapore, they will get first-hand experience with this best-in-class smartphone,” she added.

Melvyn Seet, senior copywriter at Cheil, added, “From the moments we picked up the Galaxy SII we knew we couldn’t just talk about it. We had to show it off. We want the audience to take it through the paces without caring if they break it, or die trying. This twisted product review lets them do just that”