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The SMartphone for EVERYDAY EPIC

Creating EPIC Series

00:00 / 01:04

Objective

To launch all new Samsung Galaxy S21 series by introducing the most EPIC launch in Myanmar

Challenge

With smartphone being more innovative and feature oriented than ever, how do we use our most innovative smartphone to tap into the lifestyle of Myanmar Consumer

Insight

Regardless of how people use their smartphone, everyone always break out of their way to express their epic lifestyle.

Execution

To challenge what phone brands have been doing previous year on their launch by squeezing all the coolest features and toy during the launch, we decided to be more unique and mindful on our local audience rather than trying to show the world. How exactly do we do that? First we decided to assemble our very own ambassador of Samsung and glamorized them into the most epic version, photoshoot? Virtual live event? Video? You name it. Moreover to have this launch as localized as possible, we summon the best photographers in Myanmar to capture the landmarks of Yangon with the new product and present them during the virtual launch. By challenging and becoming the thought leader, the launch was never the same.

Outcome

The virtual launch attracted millions of viewer on Facebook with the help of the Ambassador Fandom as well as numbers of phone and camera enthusiasts. It was also named as the "most epic" phone launch of Myanmar in 2021 by tech reviews. The release of S21 series changes the way people see on how iPhone was always the leader of lifestyle brand in Myanmar, this time Samsung has join the game as well.