iris Worldwide Singapore challenges four of Asia’s top content creators to define their Moments of Note in New York City to launch the features of the Samsung Galaxy Note 5 in Asia

How do you launch a mobile device across Asia with little to no information about what you are launching?

Tasked with launching the latest Samsung Galaxy Note 5 in Asia, iris Worldwide Singapore faced one particular challenge. They didn’t have hands-on access to the device. With the smartphone only available after the New York Samsung Galaxy global launch event, and details top secret prior to that, iris needed to find a way to produce content around its most innovative features, in a relevant way, for Asian markets, in a very short space of time.

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To do this, iris targeted four of the most influential content creators from across the APAC region; Nadia Fairfax, Fashion Blogger, Australia; Joseph Germani, Actor and Director, Malaysia; Gabriel Valenciano, Performing Artist, Producer, Director, Philippines; and How How, Producer/Entertainer, Taiwan.

iris and Samsung then flew them all the way to New York, where they were amongst the first people in the world to get their hands on a Galaxy Note 5. In return for this once in a lifetime opportunity, the content creators were then challenged to leverage the power of the smartphone to capture, create and share their 24-hour Moment of Note in NYC.

iris followed the content creators around the city, and in a first for Samsung, created a launch film using only the content captured in the 24 hours. From idea, to creation, to launch – in just one week.

Luke Nathans, CEO APAC, iris said, “This is another example of true creative innovation.  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.”

Irene Ng, Vice President, Marketing, Samsung Electronics, Southeast Asia & Oceania added, “This campaign to launch the Galaxy Note 5 has been innovative, agile and created in record time.  Leveraging powerful features of this smartphone, the lifestyle influencers have demonstrated a great deal of creativity and imagination in their content creation. We are excited to share this content with our fans and consumers, and have no doubt that it will garner participation and buzz around the region.”

Credits –

Regional Planning Director: Mark Hadfield