As part of the campaign, the brand has appointed four celebrities to document their lives via the Galaxy S4 zoom. The campaign, developed by Starcom Malaysia, aims to capture the diversity of Malaysian culture.
The campaign also provided a platform for Malaysians to share their own unique pictures and videos, which have been incorporated into a limited-edition music video featuring hip-hop artist Joe Flizzow’s number one hit single, Havoc.
“There is no one definition to being Malaysian,” said Ng Long Shyang, VP, IT and Mobile Communications, Samsung Malaysia Electronics. “We are unique because of our diversity, and that ultimately makes up our strength as a nation.”
According to Nick Drew, MD of Starcom Malaysia, the challenge began when consumers couldn’t define the product—was it a phone or a camera—and that subsequently created a perception and barrier to learning more about the product.
As such, Starcom Malaysia decided to show the best of both worlds: a smartphone’s functionality and advanced photographic capabilities. “This is important to the audience who needed to have the ability to talk, shoot and share their experiences instantly,” said Drew.