Millennials across the board don’t see the value in paying a premium price for a

Samsung phone.

How do we get them to pay a premium for a Samsung phone? The solution: The

S21. A phone with impeccable camera capabilities. In the time of a global pandemic

and constant lockdown, your phone is your only way of communicating with the

world. You need a phone with a stunning camera that turns every ordinary moment

into an Epic moment/memory. You need the Galaxy S21!

Uplift the Samsung Galaxy Series’ equity and engage with millennials through a

stunning film that highlights the phone’s capabilities.

When you’re stuck at home, every moment starts looking the same. With the S21;

every moment becomes epic.

We launched a series of films with superstar couple Ahmed Helmy and Mona Zaki

using a "Single Script", shot in 4 Distinct Genres, which gave very different context

of the script each time. Showcasing the S21’s camera capabilities and capitalizing

on a relatable situation among couples. On the brand’s social platforms, audiences

could watch all genres from the main trailer's end frame, which raised the

entertainment level even higher and kept the audience engaged in a unique instant

experience.

Among Arab and Egyptian couples, a common disagreement always rears its ugly

head: “Where are you going out alone?” The husband is never safe from the wife’s

passive aggression at the thought of going anywhere without her.

We took this insight and ran with it in a series of digital copies to showcase

Samsung S21 features in an entertaining way and get couples to engage with the

different films and their genres based on the couples’ moods and/or personalities.

Each element of this campaign stood out and came together. Designed to live on

Social, It wasn’t about production or star value; Interactivity was key. The

experience made our audience interact with the brand, spreading word on social

media. Our Facebook carrousel was a key example of this. We used our platforms

to drive traffic to each other, producing multiple memes & recreations on TikTok.

- The campaign recorded more than 48M views across Ahmed Helmy’s, Mona

zaki’s and Samsung channels.

- Impressions have hit up to 127M with CPM being within industry benchmarks

across all platforms

-Qualitatively, the campaign received an extremely positive word of mouth with a

positive sentiment of 85% and 0% negative sentiment.

Each element of this campaign stood out and came together. Designed to live on

Social, It wasn’t about production or star value; Interactivity was key. The

experience made our audience interact with the brand, spreading word on social

media. Our Facebook carrousel was a key example of this. We used our platforms

to drive traffic to each other, producing multiple memes & recreations on TikTok.

- The campaign recorded more than 48M views across Ahmed Helmy’s, Mona

Zaki’s and Samsung channels.

- Impressions have hit up to 127M with CPM being within industry benchmarks

across all platforms

- Qualitatively, the campaign received an extremely positive word of mouth with a

positive sentiment of 85% and 0% negative sentiment.