As digital natives, 90% of Thai Gen Ys and the coveted alpha subgroup of Radical Ys multi-task as baseline, spend over half their time online at YouTube. With high addiction to their headphones, sound plays a prevalent role for entertainment and gaining knowledge even when visuals are not. While most marketers celebrate the best creative visual, sound was always the underdog when it comes to ideation. We spotted the opportunity through SOUND, the most connected media with Gen Y, to create curiosity of “Samsung Decoded Sound” and stir conversation between Galaxy Note and Gen Y.

Launching “Samsung Decoded Sound” video both on YouTube and online TV to create a confusing conversation amongst Gen Ys.

The ad had one spoken message playing on the left sound channel and a different spoken message playing on the right channel. When the two voices simultaneously talk over each other, the message becomes very difficult “unintelligible”.

Clue-trails, hint rhymes and puzzles, were left in Search and social, to help the listener find our unlisted YouTube video that revealed instructions on how to decode.

Leveraging one of the most basic but unknown YouTube features, stereo audio system, by simply listening one ear at a time to unlock the doubled-layered message encrypted.

From unintelligible sound, once isolated, the right sound channel divulged a brand positioning message conveying the Radical Y attitude of daring to be radical to revolutionize the cliché world. Left focuses on Galaxy Note brand features that empower ideation.

We connected with Gen Y’s, boosting Galaxy Note sales and generating excitement around the lead up to the New Galaxy Note launch.

1. Our “Samsung Decoded Sound” message generated 7.7 million views for the total campaign. 300% incremental search volume in 2 weeks for all Samsung Galaxy Note category keywords, and attention on 92% on both Samsung Galaxy Note messages comparing to 15% average norm, equivalent to 55 seconds out of 60 (Google AdWords).

2. Social engagement with 35 million impressions and 410,000 conversations in 2 weeks. Incremental 700,000 Samsung website visits in a month.

3. An increase of 13% in Samsung Mobile Proud To Own metric YOY (GMO Brand Attitude Survey)

4. Engagements translated to 12% lift in sales from January-September 2016 for Samsung Galaxy Note 5, this after a slowdown in sales in the first half of 2016 (GfK report)