Discovery:  

Our target audience, primarily Gen MZ, is at the forefront of the content creation wave, constantly in search of new inspiration and means of self-expression. With their rich heritage and intricate beauty, folk arts emerged as a potent source of such inspiration. However, the accessibility and practice of folk arts presented significant challenges, from the scarcity of resources to the lack of a supportive community.  

Solution:  

The Galaxy Tab S9, with its unmatched creative capabilities, was positioned as the perfect tool to bridge this gap. By facilitating easy access to folk art resources and fostering a community of like-minded individuals, the Galaxy Tab S9 was not just a premium tablet but a gateway to preserving and engaging with cultural heritage.

See Great. Be Great. We thrived to bridge the gap between Gen MZ and the cultural lost art - Hang Trong folk painting. Galaxy Tab S9 is the first premium tech device to bring in inspiration and then ignite users' creativity to make an effort to preserve the cultural heritage. From inspiring to making things great, the Samsung Galaxy Tab S9 is a revolutionary tablet device with superior features that has arrived to turn one Great inspiration you saw into Great works and also make an impact for others as a chain of Great creations.  

The idea behind Chain of Greatness is one of the last artists who represents the cultural beauty of Hang Trong paintings will spark inspiration to another then pass on to the whole local artist community as a new hyping wave for folk paintings. We aim to spark a social movement and bring different forms of creators to join hands, not just digital artists but fashion designers, video editors, CGI artists,... and their works will be sponsored by/created on the new New Galaxy Tab S9 to highlight its powerful and versatile features.

The campaign was integrated holistically from online to offline. We initiated a conversation between 2 young artists from 2 different art movements, Digital Artist Thai Linh and traditional Hang Trong artist Nam Chi, to discuss the transition of the old and the new. The podcast has gained positive discussions among artist communities, and they expect to have someone or some projects that can preserve Vietnamese heritage. The clip has reached 180k views on Vietcetera. Afterward, Thai Linh was the first to release his artwork of Tu Binh To Nu under his style using Galaxy Tab S9 Ultra, and he called other artists to join in the preservation trend. A social movement continued with Nguyen Minh Triet (a fashion designer) releasing his traditional lookbook inspired by Thai Linh - Cao Hoang Long (a VFX/Video Editor) created a short footage of 4 characters from Thai Linh. One by one, we were successful in stirring up a whole ‘chain of great’ among the Vietnamese local artists, followed by more than 200 submissions showing their creativity through the Hang Trong inspirations. In parallel, Samsung also hosted a workshop series called “Tab In Creation,” hosted by top-notch digital artists, including Thai Linh, Cao Hoang Long, Jimmy Nguyen, and Chiếc Lá. The workshops demonstrated how Galaxy Tab S9 can help artists or even normal users explore their creativity, thanks to the ultimate performance of our chipset and the exclusive collaborations with Clip Studio Paint and Luma Fusion.

Reach: More than 4 million  

Buzz volume: More than 380,000  

Sentiment score: 99.7% positive  

Relevant score: 94.8%