Samsung were launching the Galaxy Note II globally, and wanted to expand the new category it started by positioning the Note 2 as a tool for creative play.
But most people don’t believe they are creative so how could we launch a smartphone that allows people to be more creative when they do not believe in their own skills?
We reawakened people’s childlike creativity and got people drawing by turning to the most famous animator in the world – Walt Disney.
We drew a missing poster which started the hunt for Ralph, the hero of their latest animation movie Wreck-it-Ralph. “Find Ralph” went live globally, across Digital, Mobile, Social, TV, PR, OOH, experiential events and in-store promotions. People were taught by Disney animators how to draw Ralph on the Note 2 and searched for him across a localised digital hub.
By the end of the hunt more people had seen our video content than the movie trailer itself. Favourability for the GALAXY Note 2 went up by 6%, and sales over-achieved the first GALAXY Note iteration by 3 times, hitting 30 millions units.