Samsung is one of the most innovative mobile brands in the world. But many of its state of the art features are unknown to the public and, worst, to most of the Galaxy users. Fact is when we think of mobile innovations Apple still takes all the credits, despite the fact that Samsung arrived first to most of them.

We were asked to develop a tutorials campaign aimed at Portuguese millennials and genZ to improve their knowledge of the brand’s most innovative features: Samsung smartThings, Samsung DeX, Samsung Pass, Samsung Quickshare and Galaxy ecosystem. the campaign should show in a new way what the target could do with their Galaxy.

Our main objetives were to raise awareness for Galaxy ecosystem and innovative features while raising Samsung's perception as an innovative brand among Gen Z and millennials users.

We created “I’m In Your Hands”, the first tutorial video album.

5 songs and 5 videoclips were produced to demonstrate 5 different Samsung Galaxy features. The video album was produced in partnership with David Bruno, a rising Portuguese romantic kitsch musician.

The album tells the story of a modern entrepreneur, played by David Bruno, who can't live without all the Galaxy technologies. We turned the lyrics into tutorials and released the album on 115 music platforms – even on Apple ones.

Each tutorial song and videoclip was revealed on Samsung website and social media platforms, along with step by step brand pieces that showed how to use the features.

The songs were a success. David Bruno became a central figure of the campaign and fueled the conversation on his networks with tweets, posts, lives, interviews and even playing the songs live at music festivals.

Nobody wants to watch tutorials. They're boring, there's no point on watching them unless you have a problem. That's not a good starting point when you need to communicate 5 Galaxy features through them.

How to create tutorials that gen Z and Millennials want to see, listen and share?

We found the perfect endorser for Galaxy's innovations. David Bruno is a new generation romantic kitsch singer. He's popular for mixing Portuguese traditional icons with technology, romance and the digital world. His popularity was rising and the fans were waiting for an announced new release.

What if David Bruno's next release was a series of Samsung tutorials? Could we transform our Samsung tutorials into real pop music?

David Bruno announced the release of the album on an instagram live with thousands of comments from the public, many of them stating that they were going to change their iPhone for a Galaxy.

The songs hit the artist’s top positions on the main digital music platforms (Spotify and Apple Music) in less than 3 weeks.

“I’m In Your Hands” was a spotlight in news articles, interviews, reviews and podcasts in various media. The tutorials went on the artist’s setlist and are being sung live by the Portuguese public on stages and at festivals. The video-album of tutorials was also pirated on illegal music downloading websites and asked on radio request lines.

The views of Galaxy tutorials vs traditional ones increased by 1098%;

+750K views

+913K reach

Over 4.1 million minutes of tutorials played;

30% of the 17.000 website visits were made by iOS users.

€77,832 AVE (Advertising Value Equivalent)