THE BRIEF To create an integrated sustenance campaign for the Samsung Galaxy Note 4. The campaign has to showcase the four main features of the Note 4:
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The S-Pen, PhotoNote, Wide Quad HD and the Wide-Selfie.
THE INSIGHT The smartphone has become man’s new best friend, keeping record of all there is in a person’s life.
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We approached this thinking by comparing the phone to a journal or diary, replacing the need of using one’s head to remember things.
THE PROPOSITION
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The Note 4 acts as a journal that records and saves precious moments, thoughts and feelings through the four main features.
THE CHALLENGE
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To showcase how the Note 4 journals life’s precious moments through human stories.
THE STRATEGY The campaign revolves around a series of 4 episodic web films, which have seemingly stories that are standalone. This will eventually lead to an activation which will engage the viewers on the social media platform.
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THE ECOSYSTEM POSTER 1 + EPISODE 1
POSTER 2 + EPISODE 2 POSTER 3 + EPISODE 3
ACTIVATION POSTER 4 + EPISODE 4
THE IDEA
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Forget Me Not revolves around the family members of a man who spent his life creating memories with them.
THE MESSAGE Be noteworthy.
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Every chapter of your life is noteworthy, so journal down the cherished moments of your life.
v WEB FILMS
I. THEvWISH – THE GRANDDAUGHTERS –
v The Granddaughters want to draw a card, but disaster strike, pushing them to explore new ways.
http://bit.ly/1GUQd2t
II. THE LOVE v LETTERS – THE WIFE –
The Wife is looking through very fragile pieces of letters and photographs, so fragile they are falling apart.
http://bit.ly/18kJF0B
III. THE v TREE – THE SON –
Dad can’t be there, but the son will still make the birthday trip to that special spot.
http://bit.ly/1GlyS5p
IV. THE v ABSENCE – THE FAMILY –
The family gathered for a dinner that was missing the main guest.
http://bit.ly/1CyKJvu
v EPILOGUE: THE GIFT
Forget Me Not revolves around the members of a family that compiles the memories of an Alzheimer-stricken grandfather to remind him again of who he is, his life and the people in his life.
http://bit.ly/1zM0Z5q
v DIGITAL INTEGRATION
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Simply using YouTube’s tracking of videos watched, the YouTube gadget features a forget-me-not flower with the web film. However, the flower is initially incomplete and as each episode is watched, a petal is reattached to the flower. Unless all 4 films are watched, the epilogue will not be unlocked and the flower will not be completed.
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This requires little effort on the part of the observer, making it simple to interact with.
v It also compliments the story, that as you piece
together the flower by watching the films, you are piecing together the gift, symbolised by the flower to help the protagonist to not forget anymore.
v ACTIVATION
*CLICK*
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Once the forget-me-not is complete, users are prompted to click on the flower, which enables them to ‘send’ and share the flower with someone to remind them of each other. For the first 100 shares, a real bouquet of forget-me-nots will be sent to them, and 4 most liked out of the 100 will receive a complimentary dinner date and a new Samsung Galaxy Note 4.
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The simple act reconnects people, prompting them to always cherish their loved ones and to remember the treasured moments spent together.
LET THE MOMENTS v AND THE PEOPLE AROUND YOU BE NOTEWORTHY.