How do you convince the most down to earth people on the planet that the Samsung Galaxy Note is ‘the most social’ phone on the market.

At the time of the product launch, Dutch astronaut André Kuipers was in ‘in the galaxy’. To the Dutch audience André Kuipers is a true hero. He has always been very active and popular on social media and during his stay in the galaxy he provided his fans with unique insights of his daily life in the ISS.

We came up with the idea to create an unique opportunity for the Dutch audience to honour André Kuipers. By combining forces, the Dutch were able to create a giant real-life greeting to André Kuipers. A greeting so massive, one that he could see from space. When visitors landed on the Samsung Mobile Facebook page, an artist made a colourful portrait of their profile picture. All these portraits together formed the mega-greeting to André.

It wasn’t long before we got a message back from space. When André looked through the window of his space station he saw Dubai, Manhattan and… himself! Of course he shared this discovery with his 250,000 followers and fans. This resulted in hundreds of thousands of people to get to know about the new Samsung Galaxy Note.

The Galaxy Note made it possible for the Dutch audience to thank and show appreciation to the man, who connected them to the real galaxy – Astronaut and Dutch hero, André Kuipers.

We kicked off by notifying online influentials (bloggers) about the initiative. Giving them a scoop three days prior to the launch. During launch paid media was used to generate extra traffic to the app. After a week, traditional media was also informed and we started producing the canvas, which was completed in three weeks. We invited the press to take a look at the canvas during a live event. After a few days, Kuipers replied with a tweet from space after seeing the canvas from space. Again this was notified and picked up by the press. During the campaign we used Google-Analytics, Facebook-Insights and the Alterian-SM2-tool.

The campaign mostly ran according to plan. We did some optimisation within the app in the first few days (loading time issues). During the live event, one of the biggest Dutch news broadcasters (RTL4) even flew over the canvas with a helicopter.

The campaign was widely picked up by the media (TV, Print, Radio and Online), resulting in €320,000 PR value and significantly raised awareness of the Samsung Galaxy Note. The number of fans (likes) of the Samsung mobile Facebook page grew by 44,441 (target: 30,000 likes) to 195,300.