- Background
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In today’s economy, Gen MZ consumers have become increasingly critical and value-driven. They aspire to upgrade to better tech experiences, but without paying premium flagship prices. Many hesitate between performance and practicality, stuck in the “mending ini atau itu?” dilemma. Enter Samsung Galaxy S25 FE, the “affordable flagship” designed to make that decision easy. Bringing flagship-grade cameras, Galaxy AI, and Gemini Live to a friendlier price point, S25 FE proves that innovation doesn’t need to break the bank. Cheil Indonesia was challenged to craft a campaign that turns skepticism into excitement, rational value into emotional FOMO, and proves that this smartphone truly delivers flagship quality worth every rupiah.
- Creative Idea
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A playful yet premium campaign that speaks in the Gen Z language of bubbles, emojis, and OMG-moments. Each feature is personified through real-life creators who experience moments so good they can’t help but shout “Demi Apa?!” From the 12 MP Selfie + Generative Edit to Nightography, Gemini Live with Camera, and AI Assist, every interaction turns disbelief into delight.
The creative centerpiece (Bubble Talk), visualizes the viral reaction. Colorful chat bubbles pop up across screens, streets, and digital spaces, transforming S25 FE’s features into conversational icons.
- Insight & Strategy
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Gen Z and Millennials live for discovery, they’re always chasing what’s next, but they’re also too smart for marketing hype. What truly wins them over isn’t a glossy promise, but a real reaction to unfiltered moment when something genuinely surprises them. For this audience, “worth it” isn’t just about price; it’s about performance they can feel and validation they can share.
So instead of telling them Galaxy S25 FE is powerful, we set out to make them say it themselves. To transform technical superiority into social proof, and brand claims into authentic cultural moments.
That’s how the idea of “Demi Apa?!” was born, a spontaneous Gen Z expression of disbelief that perfectly captures that split-second reaction when something feels too good to be true. We turned it into a rallying cry, transforming astonishment into a movement.
Every feature, every creative moment, every piece of content was designed to provoke that same emotional spark, a mix of shock, delight, and admiration that can’t be faked. Because the goal wasn’t just to prove that Galaxy S25 FE is powerful; it was to make people feel it.
Through this strategy, we positioned the S25 FE as the smart move to step up as the phone that delivers flagship power without compromise, at a price that feels almost unbelievable. A product so good, it makes you say, “Demi Apa?!”
- Execution
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To celebrate the spirit of young creators, the Galaxy S25 FE campaign came to life through a series of on-ground and digital activations that merged creativity, technology, and community. The highlight was Galaxy Creator Land, a five-day creative festival held at Urban Forest, Cipete, as part of National Creator Day 2025.
The event gathered hundreds of content creators from across Indonesia to collaborate, share, and create together in an immersive Galaxy ecosystem. Throughout the festival, visitors explored interactive experience zones, live workshops, and AI-powered creation labs designed to showcase how technology fuels limitless creativity.
The celebration reached its peak when the Galaxy Team, featuring personalities like Bryan Domani, Caitlin Halderman, El Rumi, and Tisa Biani, took the stage to co-create trending content with the new Galaxy S25 FE, turning the festival into a real-time playground of collaboration, innovation, and digital storytelling.
More than an event, Galaxy Creator Land became a cultural space where creativity met technology, empowering a generation not just to follow trends, but to create them.
- Results
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The “Demi Apa?!” campaign quickly transcended advertising and became part of pop culture. The phrase turned into a natural online reaction used across TikTok, Instagram, and everyday conversations whenever something felt too good to be true. Creators picked it up, audiences echoed it, and soon social feeds were filled with duets, memes, and spontaneous “Demi Apa?!” moments that spread entirely on their own.
The campaign didn’t just generate engagement, it sparked a nationwide conversation about what an “affordable flagship” truly means, redefining Galaxy S25 FE as the smart upgrade choice for Gen MZ. By combining humor, authenticity, and cultural pulse with AI innovation, Samsung reaffirmed its position as a brand that not only leads technology but also shapes culture.
Ultimately, “Demi Apa?!” transformed disbelief into desire and conversation into conversion, proving that sometimes the most powerful form of storytelling starts with genuine surprise. Because in the end, the thought that lingered across every feed was simple:
“If you can get something this good and worth it, why wouldn’t you?”