First Magazine Created Entirely on a Smartphone: Galaxy Note 3 Launch

Moving across all screens to create powerful brand content

using technology and innovation.

AGENCY: Starcom Turkey

ADVERTISER: Samsung Turkey

DATE: October - November 2013

MARKET: Turkey

AWARD: MIXX AWARDS 2013 TURKEY Experimental & Innovative Category Gold Mixx

Insight and Strategy

Simple questions can start a lot of conversations. Our question was about the Galaxy Note 3, the latest device from Samsung to be released in Turkey. More than a phone, the capabilities of the Note 3 were enormous, but with consumer expectations on devices becoming so high, we knew it would take a new approach, an innovative and experimental way to show that the Note 3 could do so much more.

Turkey’s leading technology magazine LOG had a high following of trend leaders and our aim was to reach this target market and create word of mouth to influence mass through trend leaders. To put the Galaxy Note 3 to the ultimate creative test, we asked the ultimate question: Could a magazine be prepared with a mobile phone?

Media Execution

As LOG magazine started to create a magazine solely using the Note 3, our campaign commenced with sharing the process on social media with the hashtag #itspossiblewithnote3.

We shared behind the scenes videos highlighting the magazine making process, including the most demanding challenges for LOG. A font was created entirely using the Galaxy Note 3, the cover shoot was taken with the device and proved print quality imagery as well as illustrations that were drawn with the Note 3 to add creative flair.

Alongside a printed magazine, a website and social media, the project was supported by mobile platforms through the interactive tablet application where readers could take their own cover photo. This innovative approach was also covered by one of Turkey’s most important advertising and marketing sources bigumigu.com.

Results and Effectiveness

Having used the Note 3 from texts to a cover shoot, illustrations to the focus of special subjects, LOG magazine found its place on store shelves and increased their sales by 27%.

The magazine became popular among our target audience, tech enthusiasts, early adopters and mobile pioneers with 42,000 online LOG readers. We had created an innovative, global media first and reached a strategic and secondary audience. The creative activation received 264,209 social media shares and best of all, showed the true capabilities of the Galaxy Note 3.