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The Invasion of Galaxy

: an IMC campaign idea for Samsung’s Try Galaxy App to push it beyond its technical limits.

Advertising Storyboarding Layout

Collaborated with 2 other interns (Account Executive/Copywriter) at Cheil Worldwide HQ.
Worked on campaign strategy, creative ideation, idea visualization, storyboarding, and layout design.

Try Galaxy is a progressive web application (PWA) that simulates the Samsung OneUI experience without having a Galaxy phone. 
Since it is a PWA, it is not available on the Apple App Store. Samsung has published trygalaxy.com which lets you get the app by scanning a QR code.

Read more about Try Galaxy


Objective
A global campaign idea for 65+ countries to create awareness of Try Galaxy and maximize the downloads by iPhone users (KPI).




Market & Problem Analysis
Samsung Galaxy has been reappraised among the global Gen Z’s with its innovative foldable design, laying the foundation for the Fence-Sitter — an iPhone user open to switching to Samsung Galaxy. In response to the Fence-Sitters, Samsung launched the Try Galaxy app to provide them with the initial Galaxy experience.

However, there are two main barriers for Try Galaxy to activate consumers in its UX flow:

  1. Due to technical limits, the app is not on the App Store.
  2. To bring the users to the download website, the QR code needs to be scanned, requiring additional activations.

To overcome these hassles, the consumers need to have a strong interest and clear understanding of the Galaxy experience to initiate the download despite the barriers.

Thus we decided to focus the campaign on the reasons why you must experience Try Galaxy: the unique Samsung Galaxy features.




The Invasion of Galaxy by G∙NUSMAS

To shift the technical difficulties of downloading Try Galaxy into a unique brand experience, we decided to tell the narrative with G∙NUSMAS, Samsung's alien mascot.
Connecting G∙NUSMAS’s “invasion of Earth” narrative with Try Galaxy App’s ability to perform the Galaxy experience on iPhone, the campaign aims to intrigue the customers and help them understand how Try Galaxy works more easily.

Read more about G∙NUSMAS


Creative Solutions
Two digital films (30”&160”), interactive OOH, social media contents, activation ideas, and a web UX re-design plan.


[Storyboard: 30” Digital Film] Invasion of Galaxy: Mysterious Code
What happened to the “apple” farm last night? A bold and witty film to create brand awareness.



#“Try Galaxy” constellation in the night sky of Galaxy shines.
#Horizontal Pan showing a tranquil “apple” farm, moving back to the left following a suspicious light far back in the sky.
#The light reveals as G∙NUSMAS‘s UFO. Close-up shot of G∙NUSMAS‘s playful expression as he approaches.
#Transition to the inside of G∙NUSMAS’s UFO.
#G∙NUSMAS presses a suspicious button with a mischievous laugh.
#SFX) Laser Beam buzzes --- Sudden laser beam from the UFO, excitingly moving through the air.
#A Huge QR code, resembling a crop circle, reveals on the “apple” farm field.
#“Invasion of Galaxy” VFX appears next to the QR code on the field. As the VFX disappears, an apple with single bite drops from the sky.
[Social Media Content] Real-life QR Code Crop Circle
Recreating the key element of the “Mysterious Code” film in real life leads the audience to the QR code and creates buzz on social media.
Utilizing Samsung’s local social media accounts in each country, intriguing posts of real footage of “QR Code Crop Circles” maximize the views.




[Storyboard: 160” Digital Film] Invasion of Galaxy: The World Takeover
With G∙NUSMAS’s astonishing performance, the whole world is “Galaxyfied” by Samsung Galaxy’s features.



#G∙NUSMAS flies into the city, going all over the place and firing laser beams at iPhones.
#Various situations around Galaxy features. The laser hits iPhone the moment the user messages her friend. 
#“Emoji Pairs” function beauty shot.
#Transition. People taking photos in front of the night skyline.
#Insert of the photo as they check their phone — their “Galaxyfied” phone took a clean, quality photo with the Galaxy’s “Night Mode” feature. 
#From the people to the streets, everything is “Galaxyfied” — billboards and street signs are now in One UI icons and emojis.
#Satisfied people in the street with their new “Galaxyfied” lives.
[Interactive OOH] AR Pop-Up Photo Spots
Targeting GenZ’s foot traffic, the interactive OOH in everyday space visualizes the “Galaxyfization” and leads to QR code scans. 




[Social Media Activation: Promotion] Selfie Moment with G∙NUSMAS
Participants upload photos taken from the “AR Pop-Up Photo Spots” in various locations in each country and enter the giveaway promotion. Winners get Galaxy Z Flip5 and the Flipsuit Case G∙NUSMAS limited edition.




[Samsung Store Activation: VR Zone] Try Galaxy VR
Provides the immersive “Galaxyfied” experience from “The World Take Over” film through a VR game featuring the key Samsung Galaxy Experience.
As a new Samsung VR device is expected, Try Galaxy VR can utilize the product displays in Samsung Experience Stores as an infrastructure.




[Web UX] Landing Page Re-Design
Try Galaxy’s landing page is the last opportunity to call to action. The re-designed website utilizes the key visuals of “The Invasion of Galaxy by G∙NUSMAS” campaign, communicating a cohesive campaign tone and manner until download.








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Jooyoun Kang is a designer/art director offering visual and experience-driven creative solutions. She is currently at Samsung Cheil Worldwide as a full-time Art Director.