Over the course of 2016 we created a three-episode series, putting the Galaxy S7 together with other Samsung products to empower our consumers, to better the world. For the first episode, we set out to see how the Gear VR goggles could better England’s worst football team. We continued by building an e-sports laundromat where you pay for gaming time with laundry, to see if this would get teens to help out more around the house. For the third and final episode we used a wireless Samsung speaker to help unsigned artists get their music heard by a major record label.

All episodes where documented as online films, and spread through a combination of owned, bought and earned media, targeted depending on the type of idea and target audience. The ideas were simple to the core, in order to make it easy for the online community to spread them organically. The online films and the supporting material was published on a campaign site.

Tier 1: The online films where viewed by 8 486 400 people, with a total idea reach of 184 330 000 impressions. In general, the public found these set of ideas to be fun, cool, surprising and cheeky.

Tier 2: And for the first time ever, Samsung passed main competitor Apple as most influential brand in Sweden, according to Ipsos research.