Context
In India, a unique cultural behavior emerged—users love forwarding WhatsApp messages, images, videos, and audios, often leading to phones running out of storage.
Samsung recognized an opportunity: to showcase the Galaxy Note 9’s groundbreaking 1TB storage by engaging with India’s messaging habits
Overview
The challenge was to capture the imagination of a market where the daily digital traffic is enormous and storage is a constant concern.
Task
The objective was to design and execute a digital campaign that:
- Demonstrated the magnitude of 1TB storage in a relatable way.
- Engaged users by leveraging their natural behavior of sharing media on WhatsApp.
- Created buzz and excitement around the Galaxy Note 9.
- Encouraged participation by asking users to help “fill” 1TB of data within 10 days, with one lucky participant winning a brand new Galaxy Note 9.
Action
The objective was to design and execute a digital campaign that:
- Demonstrated the magnitude of 1TB storage in a relatable way.
- Engaged users by leveraging their natural behavior of sharing media on WhatsApp.
- Created buzz and excitement around the Galaxy Note 9.
- Encouraged participation by asking users to help “fill” 1TB of data within 10 days, with one lucky participant winning a brand new Galaxy Note 9.
A microsite was created where the whole process, progress and FAQ's were hosted
Results
Over a 10-day period, the #1TB Challenge achieved remarkable success
- User Participation
- 150,753 images
- 45,586 videos
- 23,339 audio files
- Data Filled
Totaling 687 GB of shared media, illustrating the massive storage needs of active users.
- Engagement & Buzz
The campaign generated significant buzz across digital channels, reinforcing the Galaxy Note 9’s key advantage—its massive 1TB storage—while resonating with the local culture.
- Brand Impact
The initiative not only increased brand awareness and product interest but also demonstrated the power of creative, culturally relevant design in driving digital engagement.
