Bucking an industry trend
The smartphone market is highly competitive, but much of the comms orbits around pure feature communication. Camera quality, screen clarity, battery life. Samsung wanted to do something different and distinctive to sell their newest flagship device.
Samsung launched a campaign to market its new phone, the Galaxy S22 Ultra. The smartphone market was highly competitive, but pure feature communication was perceived as boring. Samsung created a high-end CGI film focused on a highly entertaining story, and utilised YouTube, TikTok, Cinema, social channels, a microsite, banners, video ads and advertorials. The campaign resulted in 21m total video views, more than 35m impressions, a significant increase of pre-orders, and successfully made it into the top #3 of YouTube trends.
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The work
