Samsung Galaxy: S24 Global Launch
Task: Launch the Samsung Galaxy S24 globally, introducing Galaxy AI to transform the smartphone experience.
Problem: In a world of tech fatigue and AI wariness, Samsung faced the daunting challenge of reigniting passion for their smartphones and winning over a skeptical generation.
Truth: It's not about launching a new tech, it's about introducing a new way to go about your everyday.
Proposition: Epic. Just Like That.
Solution: We created a series of films showcasing how Galaxy AI on the S24 makes everyday tasks effortlessly epic. The campaign hijacked familiar scenarios, demonstrating how the S24 transforms them, making people think, "I can't believe I used to do that!" We produced over 19 films in three months, rolling out across television, outdoor, digital, and social media in over 50 markets worldwide.
Effect: The campaign drove Samsung's most successful launch in the past decade, reclaiming market leadership as the world's top smartphone seller. Global sales for S24 outperformed the S23 series by 8%, with significant increases in key markets (UK, Germany, France +28%; South Korea +22%; US +14%). Samsung's 2024 first-quarter operating profits rose by 931.8% year-on-year, largely due to strong Galaxy S24 sales.
Samsung Galaxy Health: Your Wellness Motivator
Task: Reposition Samsung Galaxy Health, transforming it from a mere tracker to an intuitive, AI-powered wellness companion.
Problem: People experience "wellness anxiety" due to overwhelming health information and options available to them.
Truth: Health isn’t about listening to everybody, it’s about listening to yours.
Proposition: Samsung Health: Your AI coach that turns your data into a personal wellness journey.
Solution: Created a comedic long-form campaign showcasing a couple's fitness competition. The spot highlights Samsung's AI-powered health ecosystem, demonstrating how Galaxy Health's personalized coaching makes wellness tracking fun and motivating.
Effect: By tapping into Gen Z's desire for personalized, anxiety-free health solutions, we transformed the perception of health tech from stressful to fun. The long-form format and planned series approach allowed for deeper storytelling, setting a new standard for Samsung's product campaigns.
Samsung Galaxy: Watch Ultra Global launch
Task: Launch Samsung's first premium ultra-capable smartwatch, the Galaxy Watch Ultra.
Problem: The high-performance smartwatch category is highly competitive and typically focuses on extreme activities. However, this narrow focus misses the broader appeal and potential of these devices.
Truth: Performance isn't just about extreme activities; it's a mindset that permeates all aspects of life.
Proposition: Make It Ultra.
Solution: We created a campaign that positioned the Galaxy Watch Ultra as an ultra companion through various aspects of life, not just extreme sports. We shifted the focus from sports fanatics to performance fanatics - people focused on peak performance in every aspect of their lives.
Effect: The campaign successfully broadened the appeal of the Galaxy Watch Ultra beyond extreme sports enthusiasts to a wider audience of performance-driven individuals, giving Samsung a clear ownable space in a competitive and crowded category.