Situation:

Samsung launched the Galaxy A 14 5G in 2023. It’s a smartphone that comes with the noise cancellation feature called Voice Focus. This unique feature cuts out the ambient noise around you and amplifies your voice so that you are heard loud and clear even in the noisiest of environments.

Brief:

The task was to create a live demo that shows the efficacy of this feature by using radio in an innovative way.

Objective:

The primary purpose was to create buzz around the ‘made-for-India feature called Voice Focus’ in the recently introduced Galaxy A14 5G.

So, we recorded the live calls of RJs with the listeners amidst the cacophony of India and turned them into a series of radio spots. In the live calls (turned into radio spot), RJs are unable to understand the listeners because of the blaring noise in the background. But once they switch on the 'Voice Focus' feature, the RJs are surprised by the instant clarity.

Also, we sent the top RJs of the country to the 13 NOISIEST SPOTS in India and asked them to call their respective radio stations for a live demo of the feature.

Our unique demo of noise-cancellation created a lot a noise for us, which helped Galaxy A14 5G become the No. 1 smartphone in the segment.