Based on 2 learnings: 80% of all photos are taken as snapshots around family and kids; and these days people share pictures in a completely new way. They rather show them on their mobile devices than showing printed pictures. We developed a truly new way of presenting a camera phone. Client, agency and the director/librettist created a concept so that the 5MP camera phone became an integrative part of the production and story line. The G800 loomed large in a story of love, family and drama – the G800 made it on the casting list of a children’s opera.

Huge press coverage about the activity and the phone has been achieved in Austria, Europe and overseas. 20 performances with 150 cheering children and parents each, took place in 2007. 40 performances will take place in 2008. 6,000 books have been distributed and 10,000 DVDs are on sale.

Over 300,000 phones have been sold between CW 46-2007 and CW 9-2008 in Europe and SAMSUNG took a huge portion in the segment of 5 Mega pixel camera-phones.