In 2022, Samsung Electronics Indonesia faced stiff competition from other mobile brands like OPPO, XIAOMI, and HUAWEI. These brands offered smartphones with similar features but at lower prices, across all consumer segments. Fast forward to the launch of the Galaxy S23, boasting a flagship 200x MP camera, including the top-of-the-range Ultra model with 100x zoom and night vision. Despite entering the scene a bit later, with many competitors already offering phones with high-pixel-depth cameras, the Galaxy S23 stood out for its exceptional low-light performance, especially for capturing content during concerts and night events. Given Indonesians' love for sharing content on social media and their inclination towards entertainment, there was a clear demand for better-quality phone cameras capable of capturing the excitement of live events and concerts, and sharing it with the world.

The campaign revolved around launching the S23 as “The ultimate concert phone,” addressing the common struggle of event-goers: capturing clear, non-grainy images and videos. By positioning the phone as a solution to this issue, we highlighted its role in enhancing how consumers capture their favorite memories. And to solidify the S23’s reputation, our target audience needed to hear it from the most credible, genuine consumers, the media, who showcased the concert phone as the perfect tool for creating and sharing beautiful, high-quality content of unforgettable moments.

Recognizing the increasing desire for authenticity on social media, we opted for an immersive experiential approach over a traditional product review. We tapped into the emotional resonance of live events, creating a movement around the “concert phone,” showcasing its capabilities rather than just listing features.

We empowered journalists and influencers to authentically capture and share meaningful moments, transforming the usual product review, into a captivating narrative that resonated with audiences. This campaign’s strategy aimed at cultivating unbiased opinions by turning the media into consumers, inviting them to see for themselves the value of this phone for capturing content at concerts and events.

Between 1 February and 30 June 2023, we launched a series of strategic initiatives designed to immerse media and influencers in the world of the Galaxy S23’s innovative camera technology. We hosted workshops where attendees experienced firsthand the capabilities of the S23, showcasing its advanced features in real-world scenarios. And when the time came for one of Jakarta’s most anticipated concerts, Suga from BTS’s sold-out show, we provided exclusive access for the media to capture and share their captivating moments on social media. This approach not only amplified the visibility of the Galaxy S23 Series but also fostered meaningful interactions that resonated authentically with our target audience.

The campaign effectively transformed media engagement into impactful storytelling,

driving heightened interest and enthusiasm for the new “concert phone”, and solidifying its reputation organically across traditional and digital media platforms.

The campaign exceeded expectations and sparked a social media frenzy that boosted both coverage and interest in Samsung’s latest model lineup.

The Suga BTS concert’s popularity, combined with the amazing coverage captured, generated a huge buzz, and introduced the S23 Ultra as “The Concert Phone’ to capture and share special moments, carving a unique space within a saturated market.

The campaign achieved:

• An almost 2x pre-order rate compared to the previous year’s Galaxy S22 launch

• 6,344 earned Media Coverages during the campaign (30% increase from last year’s Galaxy campaign)

• 600+ earned Social Media Posts

• 180M+ Impressions of social

• 200K+ Engagements

• 43% Share of Voice (SoV), an impressive grab of Indonesia’s media landscape

We established and built valuable relationships with media by inviting them to fill a product influencer role to experience, create, and share content that was both authentic and credible, using a phone that was made for just that.