Samsung conducts a yearly global study about the brand, where their “Pride to Own” scores have steadily decreased. Users don’t feel a strong connection to the brand the way Apple users do, and Samsung wanted to change that.

The objective of the project was to turn Samsung users into advocates for the brand, on a global scale. One problem we identified was that Samsung users don’t know enough about the company to advocate for it.

The solution: We presented incredible untold stories that would make Samsung users proud, in a way that would keep them interested, on a global platform that could be translated in any language.

Samsung Within is a mobile-first interactive experience that tells the unknown stories of Samsung.

Each chapter was designed with a unique digital interaction based on its narrative. The interactions put the viewer in control—from learning the meaning of Samsung’s name by exploring a 360 universe, to answering the first mobile call made from the peak of Everest. Users were encouraged to keep exploring on any mobile device.

Samsung conducts a yearly global study about the brand, where their “Pride to Own” scores have steadily decreased. Users don’t feel a strong connection to the brand the way Apple users do, and Samsung wanted to change that.

The objective of the project was to turn Samsung users into advocates for the brand. The problem as we saw it, was that Samsung users don’t know enough about the company to advocate for it.

The solution: We presented incredible untold stories that would make Samsung users proud, in a way that would keep them interested.

Samsung Within tells the untold stories of Samsung through a series of six unique digital chapters. From learning the meaning of Samsung’s name by exploring a 360 universe, to helping engineers build the phone everyone said was impossible, the emotion of each story was tied to the interactivity and visual aesthetic.

Visual elements are grounded in reality, and unified by the Samsung typeface and a collage-like aesthetic that incorporates graphic vector elements, 3D recreations of real places, and archival footage.

To create the experience, WebGL elements were mixed with HTML elements to deliver immersive experiences in 2D and 3D space. Hand-drawn animations were translated to lightweight JavaScript instructions to render the animation sequence directly on the browser. Interactive moments such as user inputs were embedded to create a connection with the user’s different senses.

Within was translated into 21 languages and three chapters launched on the global samsung.com in the UK on July 25, 2018. On August 15, 2018, the experience went live in the US and Korea. Chapters 3-6 rolled out in October 2018, and a social campaign teasing Chapters 2, 3, and 6 launched on Facebook and Instagram in November 2018.

On November 5, 2018, a digital billboard in New York City’s Times Square went live, teasing Kenton Cool’s famous call on a Samsung phone from the top of Everest, and driving people to the site. A three-story display at the Samsung 837 experience store in NYC also teased the experience.

Samsung Within changed perceptions. Following the launch, Brand Preference went up by 21%, and our main KPI, Brand Pride, increased by 14%.

Through our social posts, Samsung Within attracted more Apple users than ever to samsung.com, who stayed on the site to browse other pages including product pages. Users also stayed longer on Within than on other site pages.