From limp and bland to big and spicy! Using creative to tackle business issues.
November 21, 2022
Expectation Vs Hanuman
November 21, 2022Our Work
Case Study
To Dance, or Not To Dance?
The Launch of Samsung’s Galaxy A03 Phone
The Challenge
The sonic branding of our “To Dance, or Not To Dance?” campaign targeted middle/lower-income families, who respond best to catchy jingles and flashy dances. In a sensitive post-coup environment, during our strategic planning sessions, we had to answer a key question: “to dance, or not to dance ?” ERA took the risk and decided “to dance”!
The Solution
Our insight hinged on the target audience supporting inclusiveness and diversity of ethnic groups within the country. Thus, we incorporated various national languages, dances, and ethnic representations into our campaign – becoming the first brand in Myanmar to do a multi-lingual/multi-ethnic representation in the launch of a global product in the country.
Results
A Highly Viral Campaign
+3.7M
Total Reach
+6.5M
Total Impressions
+2.5M
Total Video Views
