- Background
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For Gen MZ, smartphones have become more than just tools, they’re collaborators in self-expression, creativity, and everyday problem-solving. And in Indonesia, this relationship with technology is shifting fast. The rise of AI isn’t already threaded into how Gen MZ study, work, create, and communicate.
Nearly half of Gen Z in Indonesia are already using AI-powered platforms in their daily routines. They admire AI for making life easier, solving problems faster, and helping them brainstorm ideas when they feel stuck. To them, AI isn’t just a feature but it’s a companion that empowers them to do more, think faster, and express themselves more boldly.
But here lies the challenge:
Even though Gen MZ embraces AI, Galaxy AI itself isn’t yet fully understood. Many still see it as something complex, distant, or “not for me”. The leap from “I use AI tools” to “I live with Galaxy AI every day” hasn’t happened yet.
They don’t need explanations.
They need to feel how Galaxy AI fits into their real lives.
To make Galaxy S25 resonate, we needed to close the gap to turn Galaxy AI from a list of features into a lifestyle advantage. Something they would want not because it’s new, but because it understands them. Their rhythm. Their chaos. Their creativity.
- Creative Idea
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With the Galaxy S25 series, we wanted to show that Galaxy AI is more than technology, it’s a catalyst for personal empowerment. Not something distant or futuristic, but a partner that meets Gen MZ in the fast, expressive rhythm of daily life. Because today, life moves quickly. Ideas shift in seconds. Opportunities appear and disappear just as fast. And for this generation, productivity and self-expression aren’t opposites, they coexist. They want to work smarter, share louder, create faster, and still stay true to themselves.
So instead of introducing Galaxy AI through specs or technical definitions, we invited people to experience what it feels like to take a leap forward in their lives.
Not a small step.
Not an upgrade.
But an Ultra Leap.
We told stories shaped by two realities:The Life Maximizer, who uses Galaxy AI to sharpen focus, elevate output, and unlock bigger possibilities.
The Social Expresser, who turns everyday moments into visual signatures, using the camera, editing, and co-creation tools to build a style of their own.
Through film, music, live content, and real creator collaborations, we didn’t just show the features, we also showed how life feels when AI is truly on your side. The Galaxy S25 Series became the device that navigates with you, thinks with you, and creates with you, just like a collaborator you can trust.
Because when technology empowers identity, confidence rises. When creativity becomes effortless, personality unfolds. And when everyday life becomes more meaningful, you don’t just move forward, you leap.
- Insight & Strategy
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Gen MZ in Indonesia has shifted from simply observing AI to living with it. They use AI daily, not as a gadget feature, but as a thinking partner that helps them plan, edit, create, learn, and express themselves. For them, AI is no longer a futuristic upgrade; it’s a collaborator companion that makes everyday life lighter, faster, and more meaningful. But while they’re already comfortable with AI tools like ChatGPT, Gemini, and auto-edit platforms, Galaxy AI itself still feels unfamiliar. The hesitation doesn’t come from rejection, but from not knowing how Galaxy AI fits into their real lifestyle.
Before they switch or adopt, they want to see:
Proven usefulness in real everyday scenarios
Social validation from people they trust
Visible emotional relevance, not just technical claims
In other words, they’re ready, they just need a reason that feels personal, relatable, and culturally resonant.
- Execution
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We brought Galaxy AI Ultra Empowerment to life through a culturally-led, creator-driven launch experience that made Galaxy S25 feel personal, useful, and expressive in everyday life. Instead of explaining features, we let Gen MZ feel the difference through real scenarios that show how Galaxy AI becomes a collaborative companion: simplifying tasks, amplifying creativity, and enhancing self-expression across productivity, content creation, communication, and style. The campaign activated across social-first storytelling, creator collabs, immersive hands-on experiences, and trend-reactive formats, turning AI from something complex and distant into something relatable, fun, and seamlessly integrated into daily routines. The result: Galaxy S25 didn’t just launch as a device, but as the new standard of how Gen MZ lives, creates, and expresses.
- Results
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The campaign sparked a cultural shift. By showing Galaxy AI as a companion that empowers everyday life, we turned curiosity into genuine cultural relevance among Gen MZ. Conversations grew organically, creators made the message their own and social feeds became field with real “Ultra Leap” moments from productivity hacks to self-expression stories. Engagement rose across platforms, traffic to Samsung channels increased meaningfully, and, more importantly, consumers began to see Galaxy S25 as the device that helps them do more, express more, and live more.
This momentum didn’t go unnoticed. The industry recognized the campaign as a new benchmark for integrated brand storytelling. Cheil Indonesia won Integrated Product Launch Campaign of the Year — Galaxy S25 Marketeers Editor’s Choice Awards (MECA) 2025
A recognition that this was more than a launch. It was a cultural shift, where technology didn’t just support life, but became part of how we define ourselves and the world we shape next.