Malaysia's FIRST AI Royale 2024
8. Brand Experience & Activation Kancils [8.4 Best use of sponsorships & partnerships]
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Links:
Product/Service:
Samsung S24 Ultra Launch
Client:
Samsung Malaysia
Brief:
This campaign was a venue-wide scavenger hunt designed to showcase the cutting-edge Galaxy AI features of the new Samsung Galaxy S24. Participants engaged in a series of challenges, each highlighting one of the Galaxy AI's capabilities, including Note Assist AI, Generative Edit AI, Live Translate AI, Chat Assist AI, and the grand finale, Circle to Search. The fastest participant to complete all challenges won the grand prize of RM10K in cash.
This immersive experience not only generated excitement leading up to the S24's launch but also allowed participants to interact with and understand the device's innovative AI features in a fun, hands-on way.
Solution:
As a solution to the brief, we transformed the venue into a futuristic, tech-centric environment that mirrors the innovation of the Samsung Galaxy S24. Each area represented one of the Galaxy AI features, creating a seamless, interactive journey for participants. Branded stations with clear signage & pre-event instructions guided participants through challenges based on each feature, ensuring smooth transitions between tasks.
For the interactive challenges, we designed engaging and easy-to-understand challenges that demonstrate each Galaxy AI features.
1. Note Assist AI Station: Participants used the S24 to quickly summarise notes or transcribe handwritten text. The task involved organising information or finding specific keywords in a lengthy document.
2. Generative Edit AI Station: Using the camera and photo-editing tools, participants were tasked with enhancing or altering an image based on specific criteria (e.g., remove an object, add effects) using Generative Edit AI.
