A. FILM
B. PRESS
C. OUTDOOR
D. RADIO
E. FILM CRAFT
F. DESIGN
G. INTERACTIVE
H. CREATIVE USE OF MEDIA
I. PR-PROJECTS
J. MARKETING SERVICES PROJECTS
K. ADVERTISING CAMPAIGNS
G-06-05. Galaxy Express
| Agency | Cheil Russia |
| Creative head | Kirill Soloviov |
| Author of idea | Dmitry Scherbakov |
| Product | Samsung Galaxy Note 10.1 |
| Description | The challenge: To promote Samsung Galaxy Note 10.1 among young artists in the Internet and for them to explore its unique features through on-line on the same emotional level as it would be off-line personal acquaintance with a product The idea : We decided to explore the artists’ existing community on Russia’s largest social network Vkontakte.com “Live graffiti”. We transferred working area of the application into a screen of Samsung Galaxy Note and transformed a mouse cursor into S-Pen. Then, we asked artists to participate in an art competition – the creation of a virtual train, the Galaxy Express. The artists were tasked to paint a carriage in their own style using a virtual Galaxy Note S-Pen. Collect “Likes” to win the main prize – the more “Likes” you get – the better position your carriage takes in the train. Results: More than a 1 700 000 application views, about 900 000 unique users, 373 000 likes, more than 458 000 works. The Galaxy Express Train gained 23 000 uniquely designed carriages that made it the longest virtual train in the history |
| Team members | Art Director: Ksenia Sapunova Copywriter: Maxim Kayumi Designer: Maria Naumova |
