ABOUT
Brief
Samsung was losing the race to win the next generation of phone owners: Gen Z. They were turning to Chinese brands like Oppo and Huawei who were offering similar innovations and undercutting Samsung on price. The launch of the new Galaxy A was Samsung’s way to bring Gen Z back into the brand. Winning them back meant we had to increase brand favorability and drive purchase intent.
Solution
Gen Z lives their lives on social 24/7. Since they quick to call out advertising bullsh*t, we told them exactly why they need the Galaxy A: it has an awesome screen, awesome camera and long-lasting battery life. K-pop group, BLACKPINK, turned those features into a song and dance and we dropped it as a challenge on TikTok. It generated 16B views and drove brand favorability and purchase intent.
Cultural Context
TikTok is a social short-form video app. With +1.5 billion users worldwide, it is the most downloaded app in the world. ~60% of users are 16 - 24 years old. BLACKPINK is one of the most popular K-Pop groups with a fanbase that spans the globe. Another reason we chose BLACKPINK was that they hadn’t released a song in ~18 months, making this their “comeback” (much to the appreciation of their fans).
AWARDS
AICP Next Awards
D&AD Award - Graphite Pencil
One Show - Merit
MADEIT CREDITS
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Samsung Electronics Co. Ltd.Client
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Aaron MosherExecutive Creative Director -
Alexandra ReddVideo Editor, Studios -
Antoni TudiscoAnimator -
Augustus SungAssociate Creative Director -
Bernise WongSenior Designer -
Carol PowleyExecutive Content Producer, Studios -
Clement ChiaAnimator -
David StevanovAssociate Creative Director -
David YankelewitzExecutive Creative Director -
Dena LenardSenior Content Producer, Studios -
DJ ShonSenior Animator -
Erica JensenDirector, Content Print Production -
Hannah ForbesStrategy Director, Influence -
Hera HuangGroup Director Production -
James MullallySenior Connections Planner -
Jasmine ArakelLead Producer -
Joseph DelermeManager, Business Affairs -
Kayla SredniSenior Strategist, Studios -
Lynda Blaney-SmithDirector, Business Affairs -
Madeline LaRoccaManagement Supervisor -
Michael BeverleyGroup Account Director -
Nick PringleVP Group Executive Creative Director -
Nick WilliamsSenior Content Producer, Studios -
Pete KaramSenior Sound Designer -
Sivanuj PavarodomAnimator -
Sung Hoon RheeDesigner -
Tom CrewAnimator -
RodrigoCreative Director -
Martin VogtsStrategy Director -
R/GA -
Robert PaynterSenior Animator -
Rene Van WonderenAssociate Creative Director -
Rowan MansfieldCopywriter
Back to Samsung Galaxy A - #danceAwesome project