When innovators create change for the sake of change, their innovations generate excitement but soon fizzle out because they never amount to much more than a novelty. But when a company creates change that actually changes things – that defy the kind of barriers we all face every day – THAT gets into the fabric of everything around us. It becomes the new bar that competitors suddenly find themselves engineering towards. Until eventually, we all forget what was impossible in the first place…there’s just suddenly a new normal. In this film, we reveal there’s a whole new generation out there that can’t fully appreciate the impossible things Samsung technology lets us do, because it’s all they’ve ever known. To them, it’s just normal.

New Normal was launched at the beginning of the S8 Unpacked event in New York on March 29th 2017.

It was streamed around the world, to over 40 million who had tuned into the event.

Since then it was appeared on YouTube – amassing over 11 million views, and across social/digital, as well as on TV in some markets.

The ultimate results for this film are whether it changes perception of the brand, and whether it helps to drive purchase intent and sales from launch.

According to YouGov, after this film launched, Samsung has moved back up to an index score of 19 (19% more people said they were positive than positive about the brand). The same score as Apple, and only 3-6 points short of where it was pre-Galaxy Note crisis.

Initial sales news look extremely positive for Samsung, with the company selling a record one million pre-orders in Korea alone, and global pre-orders are up 30% over the previous Galaxy S Phone - S7. Many analysts are tipping global sales to reach at least 45 million units, the record benchmark set by S7.

These immediate results show the power of launching with a product film, with a brand POV.

The film, part of a larger campaign program, is moving meters