MY CREATIVE INK
i have never been a serious gamer in my entire life; if you don't consider googling how to hack Mario is an act of seriousness.
the most trendy game i have played is definitely Candy Crush.
and Fishdom is the only one i could make it till the end (with several times trying to quit).
the most trendy game i have played is definitely Candy Crush.
and Fishdom is the only one i could make it till the end (with several times trying to quit).
BUT I MANAGED TO COSPLAY GAMERS. BECAUSE I CAN.
the fact that the campaign got a great success with media figures (despite the farthest it could go is to get into MMA's shortlist) doesn't make it appear in this portfolio you're reading, the feeling of doing good deeds to society did.
so i was there during the entire journey of AA season 1. i witnessed laughters, tears, regrets, and a lot of
contradict emotions from those gen z gamers. no matter how the society looks at them.
so i was there during the entire journey of AA season 1. i witnessed laughters, tears, regrets, and a lot of
contradict emotions from those gen z gamers. no matter how the society looks at them.
pure joy on the work. pure grind for awesomeness.
(i made music for this case study by online tool :p)
(i made music for this case study by online tool :p)
WHAT WAS SEEN
WHAT WAS BEHIND
— entered the project during a resource crisis as Samsung was about to cancel the campaign and stabilized the account within 2 weeks and brought it into the production phase.
— set the foundation for the campaign narrative, content ecosystem and channel rollouts that spoke directly to gen z gamers — those grinding for awesomeness despite society’s doubts.
— collaborated with a large amount of stakeholders — including media, gaming livestream & tournament production (VPT), gaming consultants (Team Flash) and event/activation planners — to deliver the campaign under unprecedented timing: 4 months of launch, training, and final battle.
— established the holistic content structure — including TVC, trainer announcements and 7 PUBG-focused training episodes co-developed with Team Flash — integrating Samsung Galaxy A’s role throughout and culminating in a live final battle featuring 12 teams.
— initiated a sales-focused campaign expansion through a nationwide school-to-school tournament as the amplification phase — completed within just 2 months.
— achieved remarkable results: 45% online sales uplift, +263% YoY total segment growth, +160% total product growth, 3x increase in orders, 12.5M digital gamers reached, and 235M+ social impressions.
WHAT WAS NEXT
after the success of this virtual gaming academy, Samsung Vietnam and regional both wanted more from it.
so we created Awesome Scouts, where winners from AA were divided into 4 independent leaders, got on a tour from South to North and
searched for their new team members.
massive activations took place at many universities. we were blessed that student gamers had a good time with us.
and most importantly, although they liked or disliked playing with Samsung A series on PubG Mobile, they came for us.
so we created Awesome Scouts, where winners from AA were divided into 4 independent leaders, got on a tour from South to North and
searched for their new team members.
massive activations took place at many universities. we were blessed that student gamers had a good time with us.
and most importantly, although they liked or disliked playing with Samsung A series on PubG Mobile, they came for us.
with credits to,
ECD: Chandu Rajapreyar
art department: Marvin Ramos, Eddie Phan, Fa Fah
copywriter: Nghia Tran, Chau Huynh
account management: Trinh Tran, Mai Nguyen, Dat Vu, Minh Nguyen, Vy Dang, Hao Ly
strategic planner: Nhien Truong, Kris Constantoulas
producer: Mai Nguyen
production: Prodigious, Plan A, VPT, SEE media
ECD: Chandu Rajapreyar
art department: Marvin Ramos, Eddie Phan, Fa Fah
copywriter: Nghia Tran, Chau Huynh
account management: Trinh Tran, Mai Nguyen, Dat Vu, Minh Nguyen, Vy Dang, Hao Ly
strategic planner: Nhien Truong, Kris Constantoulas
producer: Mai Nguyen
production: Prodigious, Plan A, VPT, SEE media
