Background and aim
The brand wanted to showcase the Galaxy Note 8.0 in a way that would cut through the clutter in the space and build awareness of the product among young consumers.
“Who is Max?” centered around three friends who discover a misplaced Galaxy Note 8.0 in a café. Through four webisodes, they have a go at figuring out the identity of the owner, while injecting their own personalities into their guesses, thus illustrating how the Galaxy Note 8.0 suits different lifestyles.
Each episode had an interactive component: a quiz for viewers with a Galaxy Note 8.0 as the prize.
“The GalaxyNote 8.0 inspired a campaign that is rich in content yet entertaining in its own right,” said Jimmy Lee, creative director of Cheil Singapore.
Cheil collaborated with Singapore entertainment talents. Irene Ang, founder and CEO of Fly Entertainment said the campaign was a departure from the company's usual production formats.
Joakim Gomez, a Fly Entertainment artist, played Sam in the series, and felt that it showcased the Galaxy Note 8.0 in a personal and entertaining light.
The campaign generated 6,151 quiz submissions and 42,875 YouTube views over the four episodes, which ran from July 2 through 29.