Move with Galaxy to get fit with Diplo.

Outline:
To launch the Move with Galaxy campaign, we partnered with Diplo to create “Can’t Stop”, an exclusive mix that only plays when you move. Using your phone’s accelerometer, the mobile site detects your movement to play the 30 minute mix of unreleased music by Diplo and his label, Mad Decent. When you move, it plays. When you stop, it stops. The mobile experience was unveiled at a live show by Diplo at Samsung 837. The performance turned movement into entertainment as well — the audience had to move to ‘unlock’ Diplo’s set, and graphics on giant screens were linked to the movement of dancers through Samsung devices.

Background:
The Move with Galaxy campaign was launched to promote a bundle of new Galaxy fitness devices and Samsung Health, a fitness and health tracking app. The app enhances exercise and diet routines with insightful tracking and data. Users can record and analyze their daily activities and habits to maintain a successful diet and lead a healthier lifestyle.

Challenges:
With so many devices and apps already in the health and wellness category, Samsung was facing an awareness challenge. People needed a reason to trial a new app or device and creating buzz around Move with Galaxy was crucial for Samsung to gain any share of the fitness and health market. In order to do that, we proved that moving with Galaxy is immediately rewarding with an exclusive workout mix with all unreleased music by Diplo and a documentary film for music, tech and fitness media to write about.

Impact:

• 4.1 million people got moving

• +36% awareness for Samsung Health app