Samsung Mobile asked Aspect to articulate the Galaxy S5 mobile device’s significant new features whilst grounding them in reality. We needed to show that the new additions weren’t complex – but useful, intuitive and capable of having a significant impact on what the user could do. Essentially, greater outcomes could be unlocked through simple application
Our creative centered on an element of intrigue and audience deception. “The Big Day” shows a brother and sister taking pictures with their Galaxy S5 phones as they prepared a surprise party for their parents’ 40th wedding anniversary. The product drove the narrative and helped drive the mystic and deception itself. We presented widely applicable, everyday ways of using the phone to drive a story which had emotional resonance.
Behind the main film sat a series of Instagram videos, which showcased more practical ‘how to’ 15 second clips on the features that made the scene possible. Info visuals were launched on Facebook which aligned with key features and generated multiple bites for audience interaction. The main film generated 1m+ views on YouTube, had an excellent like rate, and positive sentiment and engagement.