Since a lot of brands have released thousands of films, viral videos, short clips, live streaming shows, and interactive videos, consumers are not surprised with ordinary films anymore and they clearly expect more from brands. This situation is quite challenging for many global brands as they have to come up with campaign idea not only integrated with their products and service well but new as it is.

The task was to portrait the match that no one has seen before. The way we make the film had to be different in that sense. That’s why we chose an animation with full 3D effects for 7 and 5 minutes respectively. We had to start with the very basic of everything. Firstly, it was characters. Galaxy 11 players were real whereas the team aliens was created based on the imagination of the creative team and the production. Then we needed to make those characters look and move like real athletes. What we chose as a solution was the motion capture technique which captures actual movement of actual people recording the process of them.

Total YouTube views hit more than 150 millions. The campaign content on social media brought 11 million Likes from social users. 124,735 web users applied GALAXY 11 ‘Suit Up’ cards on campaign microsite. More than 1 million people downloaded the GALAXY 11 mobile game and played it over 4 million hours. Over 500,000 consumers visited the GALAXY 11 pop-up studios in 10 countries and experienced GALAXY 11 campaign integrated with Samsung GALAXY products. Not only did the consumers react, but media also responded to it. ‘Co.Create’ considered this campaign ambitious as it is a combination of original narrative and product placement and ‘Fansided’ reported that football fans are seeing the most unique and unusual football campaign unfold from Samsung Electronics ‘Forbes’ and ‘New York Times’ evaluated the campaign is dealing a way to communicate with football fans and consumers as an electronic company. These brought the campaign topped the chart in Advertising Age’s Viral Video and took the second place in Adweek’s top 10 brands of social video chart in 2014, beating Nike and Adidas. And the results even led Samsung Mobile to win the Clio Sports awards in Digital/Social and Video/Film category respectively.