1.Communication goal; increase awareness Samsung Galaxy Note in the Netherlands by increasing Samsung Mobile Facebook fans by a minimum of 30,000 new fans/likes.

2.Campaign goal: gain a minimum PR value of €200,000.

Target-audience: Young-minded consumers, both existing costomers as prospects, who are active on social media (18 - 40 yrs).

Our strategy was to take advantage of the popularity of Dutch astronaut André Kuipers in the Netherlands. By honouring Kuipers in a unique way - a message on a canvas that could be seen from space - we embraced him and his followers. This automatically led to PR.

We took advantage of the popularity of André Kuipers in the Netherlands. It seemed to be the perfect match; besides having the name Galaxy in the product name, the Galaxy Note has functionalities that make sharing your life on social media very easy. By honouring Kuipers in a unique way, we embraced him and his followers. This automatically led to PR.

Dutch astronaut André Kuipers was in fact ‘in the Galaxy’ at the time of the product launch. He was the second Dutchman in space and a hero for the Dutch! He is also very active and popular on social media. It was the perfect match; besides having the name Galaxy in the product name, the Galaxy Note has functions that make sharing your life on social media very easy. How we connected the target group with the product via Kuipers? We created a crowd-sourced 9,600m2 canvas with a greeting from earth. All powered by Samsung Galaxy Note.

More than 36.000 unique portraits of fans were created. 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 amount of Facebook fans increased by 30% and Samsung Mobile became the 4th most liked brand on Facebook in the Netherlands.