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.

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 a Galaxy exclusive in-game skin, but the only way to get it was to purchase the phone.

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.

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 a Galaxy exclusive in-game skin, but the only way to get it was to purchase the phone.

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.