Leo Burnett Malaysia bring a personal touch to drawing with the Samsung Galaxy Note
The Samsung Galaxy Note is a new kind of mobile device – a tablet / smartphone hybrid – that brings the “personal touch” back into mobile technology with its unique precision S pen that allows you to express yourself freely and organically by writing, sketching, cut-n-pasting on the Note, inviting your mind to wander and think freely. Hence the line… “Feel Free Ideas”. Leo Burnett Malaysia created an outdoor campaign that would not only clearly communicate the product story but also demonstrate what the Note can actually do by literally drawing and illustrating our “KL Note Wrap” OOH campaign with it.
The brief was to cover Masjid Jamek station with the Galaxy Note. Avoiding the usual product story that only communicated “features”, the team saw an opportunity to actually breathe life into city by using the Note to illustrate their “KL-takeover” story. The result is a contextual out of home campaign that reacted to the physical environment they existed in… birds hanging out on rooftop awnings, trains that evolve from jungle animals – leading people to the train station, traffic jams in front of real KL traffic jams, and a vortex of sea life that twisted into retail items connecting Aquaria to KLCC, etc.
QR Codes were utilized in an irreverent manner, similar to Stumble Upon, offering passersby a bit of mobile fun by triggering discovery and trivia that relates to the illustrations, allowing people to reconnect with their city in new and surprising ways.
At the KLCC/Aquaria tunnel, people were served trivia about sea life and shopping – Can fish swim backwards? How many hearts does a sea octopus have? Booking tickets to upcoming concerts at the MPO, etc.
At Masjid Jamek station (more than 140 panels that make up 29 art pieces are on display on the station’s exterior and interior facades) , passersby were directed to interesting tidbits that relate to the area such as walking maps / directions from the station to local landmarks – measured in actual footsteps, to the latest trending local music, to animated content that literally brought the Musicopolis illustration to life, to love conversations via mobile chats that directed you to famous Malaysian proposal videos and dating tips.
Credits – Executive Creative Director: Eric Cruz. Art Directors: Eric Cruz, Derek Yeo, Junwen Hon. Copywriters: Eric Cruz, Derek Yeo, Ali Kamarrudin, Eddy Nazarullah. Designers/ Illustrators: Karen Ho, Gary Chua, Gerry Rego Admiralindo, Hyrul Anuar, Juenyap Lee, Mohammad Iqbal, Azry Tamzil. Senior Account Director: Yuchun Ngian. Account Executives: Renee Lum, Wei Jiin Lee.