Sometimes the simplest ideas are the strongest. Our idea was to demonstrate the connected capability of the Galaxy camera to a smartphone loving audience, who spend lots of time on social media and are cynical about advertising. By sourcing 32 influential global Instagrammers we were able to reach our audience in a credible, original and authentic manner.

Over 3 months the campaign reached over 79 million people. 779 #lifesaphoto photos were shared to Instagram, creating 2 million likes and 40,000 comments.

More than 330,000 visitors came to our Tumblr hub to see the best of the city photography and support their favourite, generating over 165,000 Tumblr notes and 44,000 photo shares to other social networks.