How to Plan a Samsung Campaign When Everything About the Phone Is Secret

Iris Works Around Constraints to Promote the Galaxy Note 5 in Asia

Published On
Sep 02, 2015

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What sets the Samsung Galaxy Note 5 apart? Ahead of the launch, the Iris team promoting the product in Asia didn't know much about it. Details were secret ahead of the smartphone's New York launch event Aug. 13; Iris said it had "little to no information" to go on.

Working within those constraints, the team sent four well-known content creators from Asia Pacific to New York for the launch: Australian fashion blogger Nadia Fairfax, actor and director Joseph Germani from Malaysia; performing artist, producer and director Gabriel Valenciano, from the Philippines; and How How, a producer/pntertainer fromTaiwan.

The four played with the smartphones for 24 hours and turned their footage over to Iris, which released the film one week later. The video is dubbed "Moment of Note" -- it's a quick travelogue of their four trips to New York, from dancing in Times Square to taking a helicopter ride over the city.


Sep 02, 2015
Samsung Galaxy Note 5
Samsung Galaxy Note 5

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