Our strategy was to create an entertaining piece of content starring a fictional character called MR KNOWITALL. Thanks to Samsung’s Social Hub, MR KNOWITALL knew everything about everybody in his social life. We could then follow his adventures as he fumbled his way from one socially awkward situation to the next.To reinforce the social media capabilities of the phone, we gave users the chance to star in the movie along with 4 Facebook friends. We pulled their names, profile pics and even the music they liked to make the experience more personal.

Samsung Mobile recently launched the ‘Social Hub’, a feature that integrates all your messaging and social networks into one place. They asked us to come up with an idea to launch this new product and also demonstrate how it works. The objective was to achieve 75 000 unique visits to our website.

• Over 100,000 unique visits and 21% over target• 95% from within Australia• 13,498 personalised videos sent.

To demonstrate how the Social Hub worked, we created a secondary ‘social media timeline’ that unfolded along with the story. This timeline consisted of all the Social Media and messaging that MR KNOWITALL was privy to. At any point you could interact with this timeline and get the story behind the story, thus giving you a real time demonstration of the product.Internet adverts helped spread the message. In essence MR KNOWITALL was a cautionary tale that warned what could happen if you suddenly had too much personal information at your disposal. The takeout was clear: It’s a smart phone, ‘Use it Wisely.’