Keynote Translator
6. Digital Experience Kancils [6.1 Best use of web platforms]
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Links:
https://www.therealkeynote.com/
Product/Service:
Galaxy Z Fold8, Galaxy Z Fold8 Ultra, Galaxy S26 Ultra
Client:
Samsung Malaysia Electronics
Brief:
For years, our biggest competitor, Apple, has mastered the art of making every innovation sound “new” or “revolutionary.” But almost every claim of being the first was always done by Samsung years earlier. Variable aperture? Samsung did it in 2018. Front and rear camera syncing? Done by Samsung in 2021. Foldable phones? Samsung launched their first one eight years ago. But since fans had been brainwashed by Apple’s narratives over the years, how could Samsung reclaim its position as the real market leader in innovation?
Solution:
Rather than outshout our biggest competitor, we hijacked their biggest stage of the year: the Keynote.
For the first time, we translated Apple’s keynote claims into Samsung truth via subtitles. Using AI, we analysed years of Apple keynotes to identify recurring language patterns then crafted subtitles against their claims based on factual truth. So when Apple said “these are major improvements,” we translated it to “these are minimal improvements.” And when they promised “experiences that are more powerful than ever,” we countered with “experiences that are said to be powerful, but history says otherwise.”
All we had to do was misdirect Apple fans to www.therealkeynote.com. Overnight, it turned Apple’s keynote into a conversation about Samsung. Some thought the subtitles were a mistake. Some shared reactions and memes. Whatever they believed, everyone was paying attention to the truth. The Keynote everyone talked about was “the real” one.
