Insight
Samsung has recently acquired a media space at Knightbridge Orchard, which has the largest outdoor LED advertising display. On this display, Samsung advertisements are being broadcasted 24/7, attracting some attention from shoppers at orchard road. How can we enhance the awareness to this new media space and at the same time, not just broadcast, but to capture the hearts of shoppers in a fun and engaging way?

Idea
We launched an interactive integrated campaign where shoppers at orchard road can snap a photo on Galaxy S4, write a message, and have it published on Knightbridge’s outdoor LED display. Their photos are printed out as a physical copy of a postcard. Participants can also redeem a S4 phone case when they present the postcard at the Samsung store. To bring the idea forward and to a even wider audience, we launch an online version, where online users can also participate, get votes and win the chance to go Amsterdam, London or Milan.

Results
Total Submission Online: 1287
Total Submission Onsite: 2057
Total User Accepted the App: 9087
Total Votes: 96312