Situation: Earbuds + heartrate monitoring watch = Active people, gyms, sweaty cliches etc. Can a different kind of test environment/demonstration be created to showcase the Galaxy Bud2’s noise-canceling and the Galaxy Watch4’s heartrate monitor in a fresh, totally against the category manner?

Brief/Objectives: Regardless of Samsung phones, people who buy Samsung Buds tend to buy the Samsung Watch (and vice versa), creating a mini eco system. How can we show the noise-canceling Galaxy Buds2 and Galaxy Watch4 with heartrate monitor working seamlessly to capture hearts, minds and wallets?

We created a Samsung Test Lab based on the Insight that the heart reacts when it hears something relevant.

People came to our Test Lab. People listened to various music via the Buds2. We recorded their heartrates with the Watch4. Among the group were four individuals with special invitations.

The four individuals listened to various music pieces and had their heartrates measured. As they listened unassumingly, we inserted an audio recording from a loved one – a meaningful message delivered by the noise-cancelling EarBuds2 with heartrate monitor of the Watch4 picking up their emotional release.

The four individuals were a young lady battling with depression, a father who had been in and out of prison, a bestie who was a pillar of strength and a mother who loved her drag queen son despite her religious upbringing.

The EarBuds2 and Watch4 did their job and everyone listened with their hearts.

The majority of data gathering was in the public domain.

Apple leads the market in smartwatches and earbuds. Samsung is a distant second in both categories.

More Singaporeans started working out during the pandemic.

The rise of smartwatches.

Millennials and Gen Zs in Singapore took to social media more and this led to older Singaporeans embracing social media more as well.

Pandemic issues:

1.Mental wellbeing - https://mothership.sg/2021/07/covid-19-survey-singaporeans-mental-health/

2.Bigotry, Bias - https://www.todayonline.com/singapore/recent-incidents-show-racial-religious-issues-highly-emotive-dont-mean-spores-approach

3.Ex-offenders - https://www.straitstimes.com/singapore/more-help-for-former-drug-addicts-to-get-jobs-reintegrate-into-society

We coupled these findings with a human insight.

Man is ruled by Fear and Ego. Both play to the ‘Me, myself and I’ mindset, a self-obsession that has been exacerbated by social media. People prick up when their names are mentioned in emails, speeches and conversation. They are engaged more when the mentions turn into relevant stories about them.

The ears hear what the heart feels. And thus, the Samsung Test Lab was conceptualised.

Setting up a special Samsung Test Lab was relatively easy. We created a comfortable living room setting for people to feel comfortable and relaxed. We had a sound specialist to play each and every one various pieces of music while heartrates were monitored.

The four individual people we invited came from a long list of 15 Singaporeans. Each one was nominated by their loved one. Every story was riveting but we chose four that had been spotlighted by the pandemic i.e. mental well-being, giving ex-offenders an opportunity, the weight of constant support and last but not least, identity and love.

Everything fell into place in a matter of three weeks and the engagement and experience warmed the hearts of many. The results and outcome could not have been imagined.

The campaign was very well-received by Singaporeans, especially Millennials and Gen Zs. As the groundswell was positive, Samsung expanded the media channels to showcase the engagement.

This led to objections from fundamental Muslims, sparking a national on sexual identity, love and acceptance. The authorities asked Samsung to remove the campaign from the air.

The issue went international (top trending on BBC, CNBC, South China Morning Post etc) and netizens around the world would not be silenced. The video was uploaded repeatedly in a show of solidarity and support.

The metrics for the engagement went through the roof with the new uploading and political leaders have weighed in since – urging Singaporeans to respect each everyone, even minority groups like the LGBTQ+. Religious organisations have followed suit and called for conversations with the LGBTQ+ community. A milestone in conservative Singapore.

Impressions:17,963,967

Clicks:27,615

Views:3,066,450

Engagement:957,842

Reach:1,965,979

Sales:Increased by 148% (over 3 months)