To introduce a product that they haven't even touched yet, influencers from around the world came to New York to test it out.
Samsung’s decision to launch the Galaxy Note 5 in New York under tight wraps posed a seemingly impossible task to the iris worldwide agency: introduce something they don’t have and don’t know much about.
Treating the newest addition to the widely popular Galaxy Note line like a state secret left the agency with little information to work from. How do you build a campaign for a product so elusive? Their solution: Bring international influencers to the device.
The creative agency handpicked four key creators in Asia and Australia and flew them to New York. They sent Australia’s fashion blogger Nadia Fairfax, Malaysia’s actor and director Joseph Germani, the Philippines’ dancer/producer/director Gabriel Valenciano and Taiwanese producer and entertainer How How to be amongst the first to get their hands on the Galaxy Note 5 and explore the phablet, with New York as the backdrop.
The result was a video shot in a marathon 24-hour period. “Moment of Note” showed how the content creators were able to take full advantage of the new phone in their creative pursuits. Associating a once elusive phone with an experience rather than with a list of new specifications, the creative agency turned into ingenious ways of making the impossible task to pan out favorably.
Elaborate launches play key roles in brand identities. The regional product launch is slowly being replaced by single mega-events that the world tunes into. Whether globally streamed, live-tweeted or blogged, brands still face the challenge of hitting their audience closer to home.
Luke Nathans, iris CEO for Asia-Pacific and Australia adds “We were able to turn our constraints – not having a phone at launch – into our biggest advantage. We created content that is not only entertaining but also contextually relevant. The film plays in popular culture – and I think that’s more interesting than going the traditional advertising route.”