Samsung Galaxy II delivers a virtual experience in an integrated campaign via Amnesia Razorfish

Amnesia Razorfish has launched its biggest campaign for Samsung Electronics Australia to date, bringing digital media, the physical environment and near field communications together to deliver a virtual experience of the Galaxy Note II to consumers.

The campaign celebrates the Galaxy Note II’s creative innovation through a two-pronged approach, a digital execution that allows users to interact with the product, and an outdoor execution that delivers unique creative content to consumers.

Click here to view Try Note 2.

Click here to view digital art projects.

Says Ben Hourahine, head of strategy, Amnesia Razorfish: “The aim is to drive trial of the product, no matter where you are. One of the barriers we needed to overcome was that until now, like most hand-held technology, the Galaxy Note II could only be experienced in store. So we decided to flip the problem. Rather than working to bring people in store, we wanted to emulate the experience across environments. Basically allow people try the Note II wherever they are.”

The dedicated website, trynote2.com, allows consumers to interact with the key features of the device through an actual-size Galaxy Note II. Consumers are able to trial the creative features of the Note II – to draw notes and create images.

Rich Media banners also emulate the Galaxy Note II experience. After interacting with the S Pen feature in these banners, consumers have their own drawing appear back to them via retargeted banners featured on different sites during their web browsing. These executions are supported by a digital media plan, delivered by Starcom.

Says Hourahine: “Among other features, Samsung devices are some of the only phones in market with in-built NFC technology so we were able to utilise a host of innovative features in this campaign, particularly with the outdoor component.

“The digital execution combined with the strategic thinking around the creative outdoor campaign work together for consumers to trial the product, without having to step in store.”

The digital outdoor billboards showcase up-and-coming artists’ work created on the Galaxy Note II, demonstrating how the artist created their smartphone masterpiece. Each billboard shows a URL and QR Code that invites people to look behind-the-scenes at the creation of the artwork they are viewing. These videos will be housed on the Samsung Australia YouTube channel.

A large portion of the billboards also use NFC technology, encouraging consumers to tap their phone on the poster and download video content.

The campaign continues the agency’s digital creative work into a new frontier – the physical environment, and runs until the end of March 2013.

Creative Agency: Amnesia Razorfish

Samsung Marketing Communications Specialist – Telco: Bianca Da Silva