This document summarizes a marketing campaign by Samsung to showcase the Samsung NX300 camera. The campaign involves giving the cameras to different groups of people in the city, like taxi drivers, street food vendors, and window cleaners, and having them capture photos that show their unique perspectives. Taxi drivers will be the first group featured, with the campaign launching in three phases - seeding, launch, and sustenance - to generate buzz and engagement through photos shared on social media and a microsite. The goal is to showcase how different people see the world through a fresh lens.

1. A PRESENTATION BY LEO BURNETT
29thAPRIL 2013
SAMSUNG NX300

2. 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 :

3. HOW DO YOU SEE THE
WORLD?
THE IDEA :

4. 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

5. 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

6. 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

7. 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

8. In season 1, we will roll out this campaign using taxi drivers in 3 phases:
LAUNCH SUSTENANCESEEDING
TAXI DRIVERS

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

10. 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).

11. 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 FROM
MALAYSIA :

12. 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.

13. 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.

14. PINTEREST
Similar to the Instagram collaboration, we apply the same seeding technique on
Pinterest.

15. PINTEREST

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

17. 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.

18. 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 :

19. 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

20. DRIVER 01 + PHOTOS

21. DRIVER 02 + PHOTOS

22. DRIVER 03 + PHOTOS

23. MICROSITE

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

25. 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.

26. MICROSITE – MEET THE
CABBIES
This 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.

27. Challenge
Here people can give specific tasks to cab
drivers as well as the backseat passengers.
Videos
In addition to the live stream from the taxis,
we will have featured videos – Training,
Challenges, Hidden Gems and funny
moments.
NX 300
In this section we will showcase the product
features and reviews by prominent
photographers.
MICROSITE – OTHER INSIDE
PAGES

28. MOBILE VERSION

29. KEY VISUAL

30. KEY VISUAL

31. KEY VISUAL

32. BILLBOARD

33. KLCC

34. 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

35. 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

36. 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

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

38. 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.

39. THE VEHICLE

40. THE VEHICLE

41. 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.

42. 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.

43. 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.

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

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

46. 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.

47. 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.

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

49. 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.

50. 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.

51. 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.

52. 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.

53. 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
WINDOW
CLEANERS
TAXI
DRIVERS

54. THANK YOU.