Samsung had no credibility when it came to high-end audio and they couldn't get young, savvy audiophiles to listen. So we aligned Samsung with those with proven audio authenticity - the artists.
We partnered with Flight Facilities, Cloud Control and Jinja Safari to create 'Samsung Sounds': a content driven, socially enabled experiential campaign. We produced mini documentaries around the importance of sound to each band, which led to exclusive live concerts for viewers who shared the content.
It was showcased at Apple's internal brand conference as a benchmark example of content, gained $570,000 in earned advertising and established a double-digit share of the category during the campaign period.
ART DIRECTION & DESIGN LEAD
(BRANDING, DIGITAL & PRINT)