SAMSUNG needed to create awareness for the new phone series and activate pre-sales. Due to the pandemic, the annual launch of the phone on-ground in malls and in-store did not take place. Regardless of this, the brand sought to find a way for consumers to still experience the powerful phone.

Together with SAMSUNG, we redefined activation and engagement to active pre-sales during the MCO 2.0 period to successfully launch their highly anticipated brand new S21 models.


We created a seamless virtual livestream launch for SAMSUNG GALAXY S21 EPIC MOMENTS using AR tech, giving the audiences an immersive and equivalent up-close experience with the new product in the virtual world.

We leveraged on Astro’s Arvena Virtual Set to create buzz across all touchpoints, with huge traffic driven from all corners of the country, all within a small budget and in a cost-effective way.


  • High frequency of TV teaser promo was run across Astro Chinese Channels.
  • Endorsed by Astro’s iconic social influencers and further strengthened by a real-life testimonial on how powerful the phone enables them to create more epic moments.
  • Epic Instagrammer/MY announcer (Daniel Zhen Yu): A photo lover to showcase the different Camera Modes & Object Eraser features
  • Epic You Tuber/GoXuan announcer (Catherine Kai Xin): A YouTuber to show how the new Director’s View, 8K Video Snap and Single Take features have eased her works
  • Epic Gamer/MY announcer (Jie Ying); A gamer to showcase the powerful performance and speed for enhanced gaming experience


  • A series of digital teaser promo across Astro’s digital platforms
  • Various digital banners across MY and XUAN achieved 1.2 mil impressions within 21 days
  • We amplified interaction and engagement with special Contest Giveaways attracted > 200 participants and >1K comments in FB Live


  • 176K people watched LIVE on Astro AEC
  • Recorded > 3.2 mil reach with 2.3% engagement rate on MY FB and IG
  • 517K digital video views
  • Small budget with 75% savings vs physical events
  • Super-fast turnaround <10 days