Samsung Galaxy S4 Launch “Break the Brick” – Smart Campaign of the Month
August 19, 2013
Lolz Studio (India) – Developer of the Week
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A gamification-led mobile ad helped Samsung promote its newly launched Galaxy S4 in India


GalaxyS4Leading smartphone maker Samsung has produced some of the finest range of mobile devices over the last few years. Its Galaxy S series has emerged as the first choice for many smartphone lovers since its inception in 2010. To continue evolving the Galaxy S series, Samsung launched the Galaxy S4 – which aimed to be the most advanced smartphone in the market.

Samsung wanted an innovative way to engage its users in India during the launch of the Galaxy S4. To build curiosity around the S4 launch, Vserv decided to convey its key features by adopting the popular & commonly played game – ‘Break the Brick’. The concept was to allow users to play the game, and as they would break each brick, the key features of the Galaxy S4 would get revealed. This would help users discover a new world of companionship that the Samsung Galaxy S4 offered, in a fun context.

The campaign’s creative was built on a Rich Media Ad (HTML5) and key features of the Galaxy S4 like Drama Shot, Smart Pause/Smart Scroll, Air Control etc. were highlighted as each brick was broken. The campaign gave Samsung an engaging way of reaching out to its users and showcasing the features of the Galaxy S4.

Converting the key brand message onto a game, Samsung leveraged the powerful rich media platform that mobile provides to create a user experience with cross platform presence very quickly. The campaign allowed Samsung to reach a targeted audience of 1,476,309 unique users with over 6,488,046 impressions. A whopping 90% of these users played the same game twice which created a higher brand recall.

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