The People’s Search

Agency

Star Reacher Advertising Sdn Bhd

Client

Samsung Malaysia

Product/Service

Galaxy Z Fold7

Brief

Months after launch, Malaysians had stopped searching for the Galaxy Z Fold7. Awareness wasn’t the issue, curiosity was. Because in a world where people trust other people more than brands, phones are sold through what others say. And search, the first step in any tech purchase, is still widely dominated by brands. Paid ads. SEO. Corporate noise. So the brief was simple: how do we make people want to search for the Fold7 again in the most brand-dominated space on the internet?

Solution

To get people to search for our phone, we let them write the search results themselves.
Samsung presents The People’s Search.
The world’s first Google search results written not by brands, but by real people.
The campaign launched with a social film inviting Malaysians to share their own reviews of the Galaxy Z Fold7 on Instagram, Tik Tok and Facebook. Every comment they posted became a live Google search result. Every search for the ‘Galaxy Z Fold7’ spotlighted their usernames in the headlines.
By handing over the search results to the public, we turned search from a passive action into participation. The more people wrote, the more people searched for themselves.

Credit

Chief Creative Officer : Emir Shafri
Regional Executive Creative Director: Jaz Lee
Creative Group Head: Nur Surya Abu, Chui Tuck Loong
Art Director: Zafri Khusaini
Copywriter: Regina May Gray

Associate Media Director: Karla Domingo
Digital Planning Manager: Previna Muraligaran, Ratha Vasudevan
Media Planner: Joyce Tai
Senior Account Manager: Nandini Ravindran

Business Director: Jonathan Wong
Associate Account Director: Wen Juin Kok