A PRESENTATION BY LEO BURNETT29thAPRIL 2013

SAMSUNG NX300

Different people see the world differently. And what they see makes them the people they are. Fresh Takes is an experiment where we get to view the world through a different lens, through somebody else’s eyes. To bring this to life, we give Samsung NX 300 cameras to different sets of people. Their task would be to capture the city from their perspective.

THE THINKING :

HOW DO YOU SEE THE WORLD?

THE IDEA :

Taxi drivers see the city like no one else does. They go to places and see all the different slices of the city like nobody else. Crime, gore, raw and real, they are one of the best people who can capture the city’s underbelly.

TAXI DRIVERS

Most Asian cities can be identified by its street food. The character of a place reflects in it’s street food. And street food vendors are no different. They see all kinds of people, serve all kinds of characters. They could bring out the true personality of the city.

STREET FOOD VENDORS

Not just any window cleaner. But the ones who get on top of skyscrapers. They quite literally see the city like not many people do. What could be the view from the top, people often wonder. This could be our answer.

WINDOW CLEANERS

Small streets, by-lanes, they go through places that most people avoid or miss. They cut through jams, do crazy bike stunts and have they own loyal group of riders.

FIXIE BIKE RIDERS

In season 1, we will roll out this campaign using taxi drivers in 3 phases:

LAUNCHLAUNCH SUSTENANCESUSTENANCESEEDINGSEEDING

TAXI DRIVERS

In this phase, we will focus on provoking and creating buzz amongst the Samsung fan base and Instagram / Pinterest communities.

SEEDING :

First, we hire well-known professional photographers to train the taxi drivers to take awesome shots – composition, basics, feature based training (For eg: Tilt screen feature).

Amri Ginang, well known portrait and

street photographer.

David Lok,best known for

capturing the forgotten streets of KL in his series

‘The Forgotten City’

Bazuki Muhammed, photojournalist for Reuters.his works have been published in several world-renowned publications such as Newsweek, Time, Life, and Asiaweek.

Bustamam Mokhtar, Well known Fashion and Editorial photographer, teacher

PHOTOGRAPHERS FROMMALAYSIA :

In the seeding phase, we will post the training videos online. These videos will feature real interactions between the photographers and the taxi drivers. We will explore the ‘human’ side of such an interaction and avoid making it cold and clinical.

INSTAGRAM

We collaborate with Instagram and have a special media buy. When Instagram users open up their ‘Explore’ function for the first time, they’ll see a composition of shot alphabets that spell out… ‘SEE UR WORLD LIKE NVR B4’. When one clicks on the photo, more details about the campaign is revealed.

PINTERESTSimilar to the Instagram collaboration, we apply the same seeding technique on Pinterest.

PINTEREST

FACEBOOK PAGE

We do the same on our Facebook page to create buzz amongst our fan base.

MEDIA PARTNERSHIPS

Samsung spends a lot of money in media advertising. Let’s leverage on those partnerships to seed articles and documentary type of content.

In this phase, we showcase the awesome shots taken by the cab drivers. We will create awareness about the campaign and drive traffic to the microsite through mass media, PR and blogger engagement programmes. We will also let people experience the camera and share this experience online.

LAUNCH :

We will launch this campaign with a flag off ceremony. All the 20 taxis will hit the road simultaneously. We will invite prominent photographers to be the first passengers and the press to cover the event.

LAUNCH EVENT

DRIVER 01 + PHOTOS

DRIVER 02 + PHOTOS

DRIVER 03 + PHOTOS

MICROSITE

MICROSITE - GALLERY

This section features all the photographs taken. They can be sorted by – latest, cabbie or the camera feature.

MICROSITE – SPOT THE CAB

The taxis are fitted with GPS and can be locate it via an app. People can either choose to view the location of all the cabs simultaneously or choose to view the location of their favourite cabbie. The map also features when and where the various photographs were taken.

MICROSITE – MEET THE CABBIESThis section will feature the cabbies. One has the option to ‘like’ his favourite cabbie, view his gallery, the tasks he has performed and his training videos.

ChallengeHere people can give specific tasks to cab drivers as well as the backseat passengers.

VideosIn addition to the live stream from the taxis, we will have featured videos – Training, Challenges, Hidden Gems and funny moments.

NX 300In this section we will showcase the product features and reviews by prominent photographers.

MICROSITE – OTHER INSIDE PAGES

MOBILE VERSION

KEY VISUAL

KEY VISUAL

KEY VISUAL

BILLBOARD

KLCC

We will have pre roll videos on YouTube featuring the cab drivers to further drive traffic on to the microsite. The videos will be self shot by the cab drivers.Video 1

ONLINE VIDEOS

Shot from POV of the camera,…

…we see the cab driver place the camera on the deck.

He is driving and occasionally looks in to the camera as he speaks…

“This city is full of stories. Am out in the morning, driving all day and sometimes even all night.

You will be surprised if you see the things that I see. You will not believe it.”

Super: See your world through my eyes at Samsung-nx300.com/freshtakes

ONLINE VIDEOS

Video 2

Shot from POV of the camera,…

…we see the cab driver place the camera very close to his face.

He then shifts it on his lap as he drives and speaks…

“Hello, I am a taxi driver. I have been driving this same taxi for last 20 years. I have seen all kinds of people and all kinds of places.

There’s no road that I haven’t taken, no corner that I have ever missed. The good, the bad…I know every inch of this city.”

Super: See your world through my eyes at Samsung-nx300.com/freshtakes

SUNRISE: How does sunrise look like from different parts of the city? All the 20 taxi drivers will need to capture this and upload simultaneously.

THEME BASED CONTENT

LUNCH TIME: Capture and post their lunchtime photograph from wherever they are.

CITY AT 12: Exactly at 12 in the night, all the 20 taxi drivers will need to post photographs of different corners of the city simultaneously.

THE VEHICLE

THE VEHICLE

To get people to explore the NX300, the taxis will stop at random spots around the city and pick up passengers. These passengers will not just get a free ride but also get a chance to interact with the camera. They can shoot and post photos instantly. To keep the fun going, we will also have several contests along the way.

People can throw challenges to the backseat passengers via the microsite. These challenges will randomly appear on a screen. Passengers need to complete the task to win cool merchandise.

THE BLUE CAR CHALLENGE

In this challenge, the passenger needs to shoot a blue car on the road and upload it to the microsite within 2 minutes.

THE 9 FRAMES / SECOND TASKIn this task, the passenger needs to capture an unique one second moment in 9 frames.

SHOOT AT 60

In this task, the passenger needs to shoot at least 5 photographs travelling at 60km/hour.

Sue Lynn aka Bangsar Babe, Food Blogger

Anantha, Radio DJ, THR Raaga

Winnie Chen Keppala, Tech Blogger

To keep the buzz going, we will invite prominent bloggers, journalists and mini celebrities (Radio DJs, TV hosts, etc) for a taxi ride. They can interact with the camera while exploring the new dimensions of the city. For example, the food blogger could ask the taxi driver to take him to a place that serves the best chicken rice or maybe the taxi driver could take the celebrity to a hidden antique store.

People can also interact with the taxi drivers via the microsite and ask them specific questions. Like which is the best place have a teh tarik? The taxi drivers can photo-blog their answers in real time. These answers will generate more conversations.

In this phase, we will create further engagement using the content generated by the taxi drivers.

SUSTENANCE :

PHOTO-CLOCKS / DESKTOP WIDGETS

The photo-clock

is a downloadable desktop widget.

A new photograph

pops up every

second.

One can click on any photograph and view it in full glory.

DIGITAL INSTALLATIONS

This digital installation is not just a giant clock but also something people can interact with. One can touch the photograph to view it in full screen.

POP UP EXHIBITIONS

In addition to the microsite, we will have pop up exhibition of these photographs at various points across the city. This will lead product demos. People who attend the mini exhibitions get cool merchendise. Also, famous photographers will give their view on the camera and the photographs at these events.

ADVANCED PARTICIPATION

,

Viewers enter ‘contest’ by shortlisting favourite 10 photos.

Expert photographers choose overall top 50 for output ie. Offline exhibition.

If you’ve picked one of the top 50 you will be credited alongside the photographer.

You can enter your top 10 as many times per week, but only one entry will be accepted.

The accepted one, becomes your entry in the exhibit contest.

Then cameras could be passed on to a new set of people and so on. The content depicting different perspectives will add to the conversations.

STREET FOOD VENDORS

STREET FOOD VENDORS

WINDOW CLEANERSWINDOW CLEANERS

TAXIDRIVERSTAXIDRIVERS

THANK YOU.