SAMSUNG

Galaxy S24

Launching a new era of effortlessness.

The task

To launch Samsung's first AI-powered smartphone, targeting a young audience that's become numb to new mobiles and their incremental tech.

The zig

Introducing the Galaxy S24 as yet another new smartphone.

the Zag

Launching Galaxy AI as a new, effortless way of life.

the outcome

This campaign helped Samsung turn the tide on their stagnating global market share and regain the #1 smartphone seller spot. With a 28% boost in key market sales, 4.8 million mentions of Galaxy AI – and a 933% increase in profits. Just like that.

BEHIND THE MAGIC

To tease the impending arrival of Galaxy AI’s hero feature, Circle-To-Search, we even tapped into the Marvel fandom, and got the master of the most powerful circle of every universe to do the world’s most powerful demo at the most iconic circular OOH site ever - The Sphere.

BEHIND THE MAGIC

To tease the impending arrival of Galaxy AI’s hero feature, Circle-To-Search, we even tapped into the Marvel fandom, and got the master of the most powerful circle of every universe to do the world’s most powerful demo at the most iconic circular OOH site ever - The Sphere.

No items found.

BEHIND THE MAGIC

To tease the impending arrival of Galaxy AI’s hero feature, Circle-To-Search, we even tapped into the Marvel fandom, and got the master of the most powerful circle of every universe to do the world’s most powerful demo at the most iconic circular OOH site ever - The Sphere.

BEHIND THE MAGIC

To tease the impending arrival of Galaxy AI’s hero feature, Circle-To-Search, we even tapped into the Marvel fandom, and got the master of the most powerful circle of every universe to do the world’s most powerful demo at the most iconic circular OOH site ever - The Sphere.

No items found.