Created by Cheil Singapore in collaboration with singer-songwriter Olivia Ong, the campaign is an extension of the ‘Be creative’ theme used for the launch of Samsung's Galaxy Note II LTE, according to the agency.
Samsung invites Singaporeans to celebrate imagination and creativity in the six weekly themes which will make up Galaxy Wonderland. Fans can upload photos, sketches or submit their ideas in writing until 1 March.
Ong, Samsung's celebrity ambassador, will use fans’ submissions to create a song titled Wonderland, which will premiere on-air before its live debut at Samsung's Olivia music showcase on 23 March. Lucky winners will get tickets to the event.
The campaign is supported by four YouTube videos and an upcoming Google Hangouts virtual meet and greet.
“While striving for innovation growth, Samsung Singapore aims to develop the capacity and talent of local artists,” said Irene Ng, vice-president of marketing at Samsung Asia. “The partnership with Olivia is one of many projects to put local talents in the spotlight.”
“Collaborative campaigns such as this bring fans closer to their idols,” said Jimmy Lee, creative director of Cheil Singapore. “In our creative pursuit, we also aimed for an authentic and more intimate experience between Olivia and her fans. We’re taking celebrity endorsements to a more personal level.”
