The Samsung Gear is a wearable device designed to be paired with the Galaxy mobile. The two devices complement one another by remaining in Sync anywhere, anytime.

Challenge: To make the concept behind the Gear compelling to an audience swamped with feature driven marketing.

Strategy: To draw parallels between our product and the connectivity of human nature.

Execution: We used the story of identical twins who had been separated since birth, but still maintained similar traits despite this. We felt their story strongly reflected the spirit of the Gear and the Galaxy – two devices Always in Sync, which are natural extensions of one another.

First, we created NFC posters where people had to spot the difference between the twins, in order to download “Another Me” app. With this app, people could randomly watch a two part teaser: one part for each one of the twins. But by syncing their phone with someone else’s, they could watch the entire teaser which linked to the main film.

People could also create their own customized story. By syncing with a friend, they could create and watch a two-sided movie together.

As the teaser was meant to create buzz and increase product awareness among viewers, it was embedded in our mobile application as well as in YouTube in-stream ads. The main story, with more length and warmth in the content, was placed in social media to be spread as organically as possible. Paid media was used at a minimum as to not affect the genuineness and heartwarming quality of the story.

After the video was put live on YouTube, it reached 1,500,217 views in 10 days, and is continuing to increase in views. Survey results show that after watching the video, consumers’ awareness, brand preference, and perceived product relevance was increased by 8%, 12%, and 11% respectively, with positive effects to pre-launch anticipation and attention.