Background
In a market flooded with smart devices, Samsung introduced the Galaxy Note, a device that combined the features of a tablet PC with a smartphone. The challenge was to communicate the device's plus-points without being drowned out by rival advertising all shouting about their device's unique-selling-points.
Aim
To successfully launch the Galaxy Note and communicating its usability in a highly competitive marketspace.
Execution
Rather than just talk about the Galaxy Note's features, Cheil Worldwide decided to "marry a webtoon with a movie" by first illustrating a webtoon (online comic strip) on the Galaxy Note and then using it as a storyboard for a movie, also filmed with the Note.
Webtoons are extremely popular in South Korea and boast a daily readership of about 30 million.
The "Cine Note" campaign saw the webtoon filmed into three different movies by three celebrity Korean directors who also wrote the music score for the movies using the Note's digital memo feature.
The campaign was supported by advertising on national and cable TV, portal sites and online banners.
The movies were screened from 31 January to 9 February 2012 at the Megabox theatre in Seoul and also on the Cine Note website.
Results
The project was a hit and received widespread publicity from the media, particularly on the the movie premier night. The website drew 18 million online hits and the Samsung Galaxy Note went on to sell 1.65 million units in South Korea.
The project was a hit and received widespread publicity from the media, particularly on the the movie premier night. The website drew 18 million online hits and the Samsung Galaxy Note went on to sell 1.65 million units in South Korea.
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