Samsung Galaxy Man

In the highly crowded smartphone category, we were tasked with launching the $1000 Samsung Galaxy Note9. With its advanced power, speed and battery capabilities, previous models in the Galaxy Note range had been marketed as devices for business. However, to kick-start sales we needed to find a way to reposition the new Note9.

To do this, we turned to the fasted growing consumer group of 2018: mobile gamers. We discovered that the same features that made the Note9 a great phone for business also made it a phone that could keep up with the demands of mobile gamers; with 65% of them indicating that battery life and processing power would influence their smartphone choice.

So how could Samsung capture the hearts, minds and consideration of gamers? Especially when at the time, there was a noticeable absentee amongst the games offered on Android: the most popular game in the world, Fortnite.

We turned it into a cultural moment and at the Galaxy Note9 unveiling announced a partnership to finally bring Fortnite to Android, exclusively on the Galaxy storefront. And the cherry on top? There was even a Galaxy exclusive in-game skin. To show it off to the world, a digital Time Square billboard went live the minute the news broke.

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Awards:

Cannes Lions:
Silver Lion - Mobile: Social Business & Commerce
Shortlisted - Entertainment: Talent: Digital and Social
Shortlisted - Entertainment: Excellence in Brand Integration for Games
Shortlisted - Creative Strategy: Consumer Durables
Shortlisted - Direct Lion: Launch/Relaunch
Shortlisted - Mobile: Influencer/Talent

D&AD:
Yellow (gold) Pencil - Media/Use of Online
Graphite (silver) Pencil - Media/Use of collaboration
The One Club - ADC Awards:
Silver Cube - Direct/Wildcard
Silver Cube - Branded Content & Entertainment

Webby Awards:
Webby Winner for Advertising, Media & PR - Mobile Campaigns

AICP Next:
Winner - Integrated Campaign
Winner - Digital experiences
Winner - Influencer

Effie Awards:
Bronze - Engaged Community

The One Show
Merit - Influencer Marketing/Multi-Channel
Merit - Creative Effectiveness
Shortlisted - Mobile: Gaming

Work for R/GA 2019.

Awards:

Cannes Lions:
Silver Lion - Mobile: Social Business & Commerce
Shortlisted - Entertainment: Talent: Digital and Social
Shortlisted - Entertainment: Excellence in Brand Integration for Games
Shortlisted - Creative Strategy: Consumer Durables
Shortlisted - Direct Lion: Launch/Relaunch
Shortlisted - Mobile: Influencer/Talent

D&AD:
Yellow (gold) Pencil - Media/Use of Online
Graphite (silver) Pencil - Media/Use of collaboration
The One Club - ADC Awards:
Silver Cube - Direct/Wildcard
Silver Cube - Branded Content & Entertainment

Webby Awards:
Webby Winner for Advertising, Media & PR - Mobile Campaigns

AICP Next:
Winner - Integrated Campaign
Winner - Digital experiences
Winner - Influencer

Effie Awards:
Bronze - Engaged Community

The One Show
Merit - Influencer Marketing/Multi-Channel
Merit - Creative Effectiveness
Shortlisted - Mobile: Gaming

Work for R/GA 2019.

© 2019 peel—studio