There are 2.5+ billion smartphone users globally. The world has reached ‘peak smartphone’. This isn’t good for any manufacturer, but it’s really not good for the world’s largest mobile phone business, Samsung. We needed to drive cut through, reenergise consumer conversation around devices and amplify brand love.

First, we defined our audience as ‘next generation achievers’ shaped by the digital revolution, natural innovators inspired to do things differently. We wanted to show the power of Note9 as a device that helps ‘next generation achievers’ accomplish their goals, and ‘make it’.

So, we found a next generation achiever who could bring this to life in an industry ripe for disruption - fashion. For a ‘next generation’ talent with limited resources and support, the fashion industry is a tough nut to crack…What if we could give a designer a tool powerful enough to take on and truly stand out in this industry?

Enter young Parisian dressmaker, Aurélie Fontan. A rising talent already pushing the boundaries of fashion and design with her sustainable, progressive collections. We identified Aurelie and her forward-thinking approach as the perfect partner to disrupt not only the mobile market, but fashion too.

Introducing the most exciting partnership since Domenico Dolce and Stephano Gabbana…

Aurélie Fontan and Samsung Note9.

Together, we created Mobile Couture – a world-first and game-changing couture collaboration ALL designed and produced in the palm of Aurélie’s hand, on the Note9.

In doing so, we took the focus away from dry product specs, taking consumers on a creatively rich journey rooted in the world of fashion.

Not only did we entirely re-think couture processes using Note9’s performance and power capabilities, we tapped into a massive trend – sustainable fashion. In line with this trend and Aurélie’s ethos as a designer, our couture collection was 90% recyclable.

We targeted European, urban, high achieving, affluent millennials - ‘next generation achievers’. And we identified channels that would effectively reach our target audience – lifestyle, fashion and consumer tech media and influencers.

Our strategy was to tap into this audience's passions (in this case fashion and design) to position the Galaxy Note9 as the tool that could help them excel and push boundaries by delivering their game-changing innovative ideas.

Working with Aurélie Fontan, we unveiled the world’s first item of mobile couture – a dress designed, cut, stitched, embellished and revealed to the region using just one phone and simple robotics. We created the world’s first lifestyle story to blend mobile technical features and specs with high-end fashion in an authentic way. This elevated Note9 to conversations and titles typically out of reach, such as leading fashion influencers and luxury media including Vogue, WWD, Marie Claire, ELLE, Wallpaper*.

Note9 key features (exceptional battery life, storage, camera, S-Pen, performance and connectivity) were integrated at every step throughout Aurélie's design and production process including sourcing/saving inspiration on the go, sketching and transferring pattern designs direct to the garment with a digital drawing device, 3D printing fastening hooks through a direct connection between 3D printer and Note9, a first for printing technology, and capturing the collection lookbook

Using the Note9 sped up traditional prototyping processes by approximately 40%. The garments were created in eight days instead of the usual 14 needed for a couture collection.

The entire campaign was executed in just six weeks (mid-August to October 2018) and was revealed with a multi-dimensional story, unique enough to drive conversation beyond just product specifications.

We created beautiful visual assets of the process for launching to European media and unveiled the collection with a fashion show for media and influencers in Paris.

Over 200+ hits were generated, achieving 13million+ impressions - 100% positive.

Vogue Italy print edition main fashion spread – a non-fashion brand first.

Hilary Alexander OBE cited its innovation and importance.

Independent research pre and post campaign revealed a 20% increase in consumers viewing Samsung as more innovative, and a 13% increase in people who viewed Samsung Galaxy Note9 as “fashionable”. Commentary from top-tier global media and fashion icons underscored this.

One million Note9 devices sold in under two months when compared with Note8 - a 40% increase in European consumer demand retaining Samsung’s 19% market share leadership position Q3-Q4 2018.

We got Samsung on the catwalk for the first time ever, showing Mobile Couture at London Fashion Week.

We launched Aurélie Fontan’s career - named one of LFW’s five global ‘Ones To Watch’ for 2019.

Not only did we reinvent mobile marketing, we reinvented fashion too.