To build awareness of Samsung’s new Ultra Edition II range of mobile phones, which includes the world’s slimmest phone at just 5.9mm thick, we created a film called Millimetres Matter.The distinctive slimness of the handsets and the smart technology features are captured in the balletic grace and beauty of the natural world under the microscope. The viral illustrates insects up close and personal, whilst playfully including a selection of minute pies and desserts which results in a microscopic pie fight - encapsulating the idea that millimetres really do matter.The film has been viewed over 3.4 million times across various tracked sites and achieved high levels of buzz with over 100 tracked blog posts. Qualitative, survey based, research also revealed that 56% thought the film was impressive and 34% said after viewing the film that they would consider purchasing a Samsung mobile.