Samsung Galaxy: Watch Ultra Global Launch

Why, in a category this crowded, does every performance watch speak only to extreme sports?

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.

What if performance was a mindset, and you could make anything ultra?

Performance isn’t just about extreme activities; it’s a mindset that permeates all aspects of life.

The proposition Make It Ultra.

By shifting the focus from sports fanatics to performance fanatics, people chasing their best in every part of life.

We created a campaign that positioned the Galaxy Watch Ultra as an ultra companion through every aspect of life, not just extreme sports. We shifted the focus from sports fanatics to performance fanatics: people focused on peak performance in every part of their lives.

The campaign broadened the appeal of the Galaxy Watch Ultra beyond extreme sports enthusiasts to a wider audience of performance-driven people, giving Samsung a clear, ownable space in a competitive and crowded category.