Samsung converts KL into an art gallery
Malaysia - To promote the recently released Galaxy Note, Samsung has launched the "Galaxy Note Gallery" campaign, a showcase of drawings and artworks created from the product.
The artwork are placed on the walls around high-traffic areas in Kuala Lumpur like Masjid Jamek, KLCC LRT stations and the tunnel between KLCC and the Kuala Lumpur Convention Centre.
The campaign aims to appeal to professionals and smart device users who seek performance and creativity.
"In addition to bringing art out of its conventional spaces into public areas for all to enjoy, we also wanted to create awareness among the public that the Samsung Galaxy Note is capable of creating art such as this, especially with its unique precision S Pen," Samsung Malaysia managing director, Kwon Jae Hoon, told A+M.
"We saw an opportunity to actually breathe life into the city by using the Samsung Galaxy Note to illustrate our KL takeover story. We set out to do a contextual Out Of Home campaign that reacted to the physical environment they existed in. For example; birds on rooftop awnings, trains that evolve from jungle animals - leading people to the train station, traffic jams in front of real KL traffic jams, and a vortex of sea life that twisted into retail items connecting Aquaria to KLCC, etc," Kwon added.
The campaign also utilised QR Codes that engage passersby through trivia relating to the illustrations. At the KLCC/Aquaria tunnel, people were served trivia about sea life and shopping.
"We are creating what you can call an ‘outdoor art gallery' that is accessible to all. It is a way for us to engage with our consumers and the community that we are involved in," Kwon, said.
The "Galaxy Note Gallery" campaign will end late June 2012. Samsung is also planning another consumer engagement campaign starting mid-march.
Samsung had engaged Leo Burnett as its creative agency and Edelman as PR agency for the campaign.
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