Steal This Ad
8. Brand Experience & Activation Kancils [8.1 Best use of brand experience & activation (non-digital)]
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Links:
Product/Service:
Galaxy Z Fold8 Ultra
Client:
Samsung Malaysia Electronics
Brief:
Eight years since Samsung pioneered the foldable category, Apple was finally launching their first foldable phone with the iPhone Duo. Like any Apple product launch, we knew there would be cult-level attention around it. So, how could Samsung hijack their first-ever Foldable launch to remind Malaysians who was the first in the category?
Solution:
With competitor brands explicitly banned from activating near the Apple Store in TRX, we found our opportunity in a place we already owned just 500 metres away: the TRX MRT station. If Apple’s fans were willing to wait years for innovation, months for it to arrive, and hours in line just to get it, we gave them a reason not to. So during the weekend of Apple’s foldable launch, we hid our thinnest Fold yet, the Galaxy Z Fold8 Ultra, inside our billboards at TRX MRT station. Just like our innovation, all people had to do was find it to own it now.We engaged with KOLs to spread the word, while the internet did the rest with organic content proving that owning a Galaxy Z Fold8 Ultra was as easy as stealing it from our ads.
