INTRODUCING SAMSUNG GALAXY COMMENITY.
In 2013, most young Indonesians were still using a feature phone or a BlackBerry. So we introduce a trend of the new cool kids. The micro celebrities who rule social media. Those who are followed, retweeted, subcribed, viewed or liked.
And we set up a community for them. Samsung Galaxy Commenity. A community of "Me"s. A place where they can start to be a micro celebrity.
Series of manifesto materials are made to get them to the website and events where they can join classes, workshops, games and of course, finding the Samsung smartphone that suits them.
We encourage Indonesian youth to dare to dream about being famous on social media. And their next step would be, getting a new smartphone.
TIME FOR THE REAL MICRO CELEBRITY.
Following the success in the first year, we moved on from followers, retweets, likes and subscribers to what their Brand Me stand for. Encouraging young Indonesians to have substance and be a real personality, not just a wanna-be.
The manifesto materials moved from "how many followers you have" to "why you deserved to be followed".
The result? Samsung become number one and BlackBerry is history.