Malcolm Poynton

How to get 10.4m die-hard iPhone users to try Galaxy Fold on their iPhone. A staggering 43% left the experience with purchase intent. While sales figures are confidential, the Try Galaxy Fold Experience resulted in Samsung’s highest sales period for Galaxy Fold to date.

MOST VIEWED VIDEO ON YOUTUBE 2017

More than 70% of India’s population live rurally but most brands focus their business on only the urban population. In helping Samsung to develop a service program supporting government focus on the rural population, we created the world’s most-viewed ad i on YouTube in 2017. This powerful film not only gave Samsung’s service commitment meaning, it helped catapult the brand to No. 2 Most trusted Brand in India; the first foreign brand to make the top 10.

10 years after the introduction of the smartphone, The Future Unfolds. Galaxy Fold - a revolutionary tablet that’s a cutting-edge smartphone with pro-grade cameras, that folds to fit in your pocket. That takes imagination.

Originally designed in 1938 by Ferdinand Porsche, VW became the world’s most popluar car and stood for reliability. Today’s generation in China see it as boring - a car for your Dad’s generation.

To reposition VW in the world’s most progressive car market, we engaged China’s 1.4Bn people to design the next VW, for China.

We invited x630 start-ups to share cutting-edge auto-tech ideas with VW at Demo-World before recruiting the x3 most innovative to partner Chinese consumers in designing the next generation VW. Next, we created an interactive serialised TV show ‘Tomorrow Calls’ - the show leapt to No1 in China and with 42M participants it became VW’s most extensive consumer research and design project ever.

Returning to Demo World x2 years later, we revealed the world’s first prototype car designed by the people, for the people.

This localised market approach resulted in doubling year-on-year sales of VW’s electric iD range in China.

CANNES LIONS, LIA, ONE SHOW, CLIO, EFFIES

CANNES LIONS, CLIO, BRITISH TELEVISION AWARDS

Until now, the DeafBlind have had only protractile language, restricting communication to those that can interpret protractile and are within arms length.

Good Vibes combines today’s ubiquitous mobile phone and its baked-in haptic technology with 180 year old Morse code.

Creating the world’s first mobile app without an Graphic User Interface liberated the DeafBlind, enabling them to communicate with anyone carrying a mobile phone through vibration alone.

Working with Sense India, experts in Braille and the DeafBlind community we developed simple training techniques to enable DeafBlind to communicate in Morse by simply tapping the screen of their mobile device before turning the device over to send.

After the success of Good Vibes, Good Vibes 2.0 was developed to enable Voice-To-Morse and Text-To-Morse, unlocking an entire universe of communication between DeafBlind and able people.

Samsung’s Frame TV displays art from world famous museums when it’s not turned on leading one famous tech reviewer to call The Frame not just a TV but a work of art itself.

Since consumer electronics are taxed at 21% in Spain but art is only taxed at 10%, we hacked the Spanish tax system by inviting consumers to upload a drawing, painting or scribble to The Frame TV so they could purchase it as a piece of art, paying just 10% tax.

The campaign led to a 55% increase in Samsung Frame sales in Spain. The Art of Hack wasn’t just a tax hack but also the biggest sales hack for Samsung Spain yet.

While the competitors are all promoting unobtainable ‘Perfect Selfies’ through retouched celebrities, we collaborated with Shea Glover to conduct a social experiment that revealed Gen Z’s perfect self. Testimony to the authenticity of the Galaxy A8’s superior camera.

CANNES LIONS, LIA, ONE SHOW, ANDYS, EFFIES

Creating Samsung SmartSuit for the 2018 Dutch Winter Olympic speed skaters resulted in the Netherlands’ first short track Gold. Following up with Samsung FastFrame for the 2022 Dutch BMX team also resulted in the first Gold for Dutch athletes.

To build on these successes with ShotControl for the low-ranked Dutch 3×3 Basketball team was an exciting challenge. To see the Dutch team win Gold in Paris on the final buzzer, with a 2 point throw from a ‘common spot’ identified by ShotControl was a dream outcome to the story.

The fact that ShotControl boosted Galaxy’s market share to 50.9%, (surpassing all rivals) and saw purchase intent amongst Gen Z grow by 16% was the real reward for x2 years of tech development, custom AI implementation, data visualisation and UX design completed before athlete training could even begin.

With younger generations moving to live in cities, millions of rural senior citizens are left to live alone in Korea. An increasing number suffer loneliness and anxiety; after passing away in their home, one senior remained undiscovered for x5 years .

Since 98% of Korean’s own TVs and it’s usual behaviour amongst seniors to turn on their TV first thing, we innovated a frictionless feedback system that delivers a signal each time the TV is turned on. A simple tweak to Korea Telecom’s IP box enabled us to activate a text notification service, sending a text to a family member each time the TV is turned on. And should the TV remain off for 24 hours, a text notification is sent to a designated social worker.

KT Life Saving TV not only reduced anxiety amongst seniors by 12% it’s reduced loneliness by over 30% and rekindled more frequent parent/child communication across Korea. A happy ending for all Koreans.

Dyslexia affects over 15M children in China. Fewer than 5% are diagnosed. Not only is Dyslexia hard to detect, Chinese parents are too embarrassed to take their children to a test centre.

So, we took the test to them inside China’s equivalent to World of Warcraft, the mobile game Young Warrior.

In a hack of Young Warrior, we redesigned gaming quests to incorporate over x100 Chinese characters that are most frequently mistaken by dyslexics eg water & wood, left & right, bright & dark.

Since all young gamers’ profiles in China are connected to their parent’s accounts, we were able to discretely notify parents if their child repeatedly mistook these key characters and likely to have Dyslexia.

In excess of 1M game plays in the first month resulted in more than 25,000 early detections of Dyslexia. By continuing to innovate Samsung’s CSR program in China, we unlocked the potential of gaming to detect health issues without the social or financial cost of traditional medical tests.