iris shows how Samsung engages with people to highlight how they can live in the moment

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Samsung Galaxy S7.jpgHow do you prove that Samsung Galaxy S7 has the potential to make special moments mean even more, by adding another dimension to the memories created?

The official arrival of the much-anticipated Samsung Galaxy S7 in March earlier this year was met with phenomenal response for its combination of performance and quality. However, there are still some potential consumers who are interested in the new multifunctionality smartphone but need more compelling reasons to make the upgrade. They need the ‘proof’. iris Worldwide was tasked with providing it. The approach was simple; as a phone that performs brilliantly, even under poor lighting or when up against the elements, iris just had to demonstrate how much of a difference it would make to capture the right moments with the right phone.

Samsung Galaxy S7 4.jpgThe best way to do this was with everyday people in their real, everyday lives – using the Galaxy S7 to capture moments, in imperfect conditions, to give an authentic demonstration of the phone’s benefits.

iris used social media and tracked popular hashtags to discover great examples of perfect moments that were captured in a less than perfect environment. These people were then invited and shortlisted to be the ‘everyday experts’ to test out the phone. Two ‘experts’ were each shortlisted from Singapore, Taiwan, Malaysia and Indonesia – the markets where the campaign will be rolled out progressively in June.

Samsung Galaxy S7 3.jpgThe creative team at iris then offered them the opportunity to relive and recapture those very same moments – this time using the Galaxy S7. Comparing the photos taken with and without the Galaxy S7, the difference was clear. Using the Galaxy S7 could make the moments they catch on the fly, even better.

Luke Nathans, CEO APAC, iris Worldwide said, “#S7MeanMore is our attempt in removing all veneer often associated with advertising, and showing to consumers that the phone truly and literally does mean more. With everyday people, we demonstrate in the most straightforward way how the Galaxy S7 allows users to capture and live in every important moment in their lives better.”

Samsung Galaxy S7 2.jpgIrene Ng, Vice President, Marketing, Samsung Electronics, Southeast Asia & Oceania added, “While leveraging the power of influencers has become the norm, we wanted to speak directly to our consumers by featuring the people they can relate to, whose lives and moments they can resonate with. This unique and effective campaign really allows us to showcase the Galaxy S7’s superior features in a real and authentic manner. By illustrating the difference in picture quality when using the S7, users can see how the camera works especially well in low light and wet* conditions.”

Consumers are encouraged to share their own moments taken under less than perfect conditions, via a photo or video submission on Instagram with a caption of why the S7 would mean more to them, and hashtag their entries with #S7MeanMore to stand a chance to win a new Galaxy S7 edge.

Credits –

Creative Director: Ed Cheong

Senior Creatives: Sylvester Poh, Adam Yeo

Creative: Jessie Lam

Regional CEO: Luke Nathans

Group Account Director: Margaret Leong

Regional Planning Director (APAC): Mark Hadfield

Senior Planner: Alasdair Gray

Client: Samsung Electronics

Vice President, Marketing, Samsung Electronics, Southeast Asia & Oceania: Irene Ng

Corporate & Brand Marketing Director: Jaehoon Kim

Senior Marketing Manager, Regional IM Business, Southeast Asia, Oceania & Taiwan: Geetika Bisla