SPACE BALLOON PROJECT by Hakuhodo Tokyo for Samsung

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SPACE BALLOON PROJECT

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Industry Mobile phones, devices & accessories
Media Promo & PR, Case study
Market Japan
Agency Hakuhodo Tokyo
Director Masaya Yamamoto
Creative Director Takeshi Nozoe
Art Director Shin Takeuchi
Copywriter Tsubasa Oyagi, Nobuhiro Arai
Producer Hiroharu Inutake, Hidekatsu Nagasawa
Account Supervisor Tsutomu Yakushijin, Kota Takaichi
Released May 2010

Awards

Cannes Lions 2012
Design Lions Online Digital Design Bronze

Credits & Description

Type of entry: Digital Design
Category: Online Digital Design
Advertiser: SAMSUNG ELECTRONICS JAPAN
Product/Service: GALAXY SII
Agency: HAKUHODO Tokyo, JAPAN
Advertiser SAMSUNG ELECTRONICS JAPAN
Product GALAXY SII
Entrant HAKUHODO Tokyo, JAPAN
Type of Entry: Digital Design
Category: Online Digital Design
Title: SPACE BALLOON PROJECT
Advertiser/Client: SAMSUNG ELECTRONICS JAPAN
Product/Service: GALAXY SII
Entrant Company: HAKUHODO Tokyo, JAPAN
DM/Advertising Agency: HAKUHODO Tokyo, JAPAN

Creative Director: Takeshi Nozoe (Hakuhodo)
Creative Director: Tsubasa Oyagi (Hakuhodo)
Creative Director/Web Director: Kampei Baba (Bascule)
Copywriter: Tsubasa Oyagi (Hakuhodo)
Copywriter: Nobuhiro Arai (Hakuhodo)
Art Director: Shin Takeuchi (Bascule)
Director: Masaya Yamamoto (Taiyo Kikaku)
Producer: Inutake Hiroharu/Hidekatsu Nagasawa (Taiyo Kikaku)
Music Producer: Koji Mito/Katuya Yamada (Aiin)
Technical Director: Masami Onodera/Kenichiro Tanaka (Bascule)
Engineer: Kazuhisa Maekawa (Bascule)
Engineer: Yuki Anzai ()
Interaction Designer: Takayuki Watanabe (Bascule)
System Engineer: Seiki Nakayama/Taishi Chihara/Masanobu Komaba (Fishgrove Co.)
Account Supervisor: Tsutomu Yakushijin/Kota Takaichi (Hakuhodo)
Creative Adviser: Masayoshi Boku (Bascule)

Brief Explanation
After the devastating 3.11 earthquake and tsunami, Japanese people were looking for an uplifting experience to feel the emotional bonding with others. GALAXY is a brand that evolved in many aspects of technology to ‘connect the hearts of people’. This was the moment to involve and empower Japan with warmth and importance of bonding, by conducting the world’s first challenge that best expresses the innovative GALAXY S II.

Describe the brief from the client
The Japanese smartphone market has evolved in an original manner, therefore called ‘Galapagos’. Thus in Japan, although GALAXY is globally a strong brand, it had a lower share and fewer engagement compared with domestic brands. The challenge was to create a strong engagement with the Japanese people during the launch of the GALAXY SII.




Describe the creative solution to the brief/objective.



We wanted the entire Japanese people, any age or gender, to become one, to cheer and share emotions. We aimed to make a large story that could involve everyone, and this resulted in our ‘Space Balloon Project’.
The GALAXY S II was attached to a meteorological balloon and its 90-minute flight to space was streamed live. During the flight more than 3,000 heartfelt messages to enlighten Japan from all sorts of SNS were shown on GALAXY S II’s display in space, many posted live. Messages and icons shown on the GALAXY S II became a live demonstration of its beautiful display.




Describe the results in as much detail as possible.



- 1.22m page views (one month after the launch of the campaign site.)
- Over 380,000 unique viewers of the Ustream live stream of balloon flights.
(Officially the new Ustream Asia record for a short-term show)
- Total tweets regarding the project: 89,000
- Many Japanese TV news shows, American ABC national and KXTV aired stories about the project, and more than 300 web articles were posted.
- GALAXY S II’s initial sales in Japan recorded global-best among Samsung.