Samsung launches hunt for ‘Microcodes’ in smartphone competition from CHE Proximity

Samsung has launched a nation-wide treasure hunt for ‘Microcodes’, offering consumers the chance to win hundreds of thousands of dollars worth of Galaxy S20 Ultra smartphones.

It is the first work from CHE Proximity, which is handling a consolidated account of media, creative, platform, data, customer experience and social, on behalf of the Clemenger Group following a competitive pitch last year.

The microcodes are the word ‘phone’ spelt in a variety of ways and embedded within Samsung S20 advertisements.

The advertisements will span across Facebook, Instagram, online banners, in cinema spots and selected out-of-home spots. Codes will also be available in Samsung stores and kiosks.

Consumers will need the zoom function on their phones to identify the codes on the ads, a way to promote the ‘100x space zoom’ feature on the Samsung phone.

If a code is discovered it will need to be entered on the campaign’s microsite. Not every code guarantees a win.

Garry McGregor, Samsung Electronics Australia vice president of IT and mobile, said: “Microcodes is our most exciting consumer campaign and a first for Samsung Australia. The concept is clever, fun and speaks to one of our most standout camera features, the 100x Space Zoom. To date, Galaxy S20 Ultra has been reviewed by Australian journalists around the country with the highest of praise for its camera, performance and overall experience.

“For such a coveted device, we expect the Microcodes campaign will be hugely popular and we wish all Australians the best of luck.”

Clues leading to the codes will be on Samsung’s social channels and in content created by influencers Demas Rusli, Mr Muselk and Unlisted Leaf.

The campaign will be live for as long as codes last.


CHE Proximity: creative, concept development, media buy and execution

Edelman Australia: earned communications


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