This spot is a collaboration between Samsung and Netflix that highlights the night mode technology of the new Galaxy S22 Ultra. We were told to draw inspiration from the tense, cinematic music featured in Season 4.

The track that we selected was energetic, but eerie. We settled on Eternal by Keep Shelly in Athens. We then treated the music through sound design and engineering to further create a sense of tension and suspense.

Audience insights - With both the fourth season of Stranger Things and the Galaxy S22 Ultra already in the market, Netflix and Samsung needed a way to reignite excitement for the two properties among their Millennial and Gen Z target audiences. Lowlight photography was the most in-demand smartphone feature for this demographic. We discovered a brilliant product insight that unlocked our collaboration: while other lowlight photography features require an external light source, Samsung's Nightography helps users see more of what's really happening in the dark. In Stranger Things, darkness—the night time, the shadows, the upside down—opens the door to the extraordinary, which fans love about the show. Instead of focusing on faithful realism, we used this unique collaboration to embrace the unknowns of the world of darkness.

Community building and management approach - The key to appealing to both diehard fanbases was authenticity in the collaboration. We showcased the powerful best-in-class technology of the S22 while staying true to the upside-down world of darkness in Stranger Things.

Reach - The activation was launched at 837 and over 600 Best Buy stores. The YouTube film received 4.2 million views.

Engagement - The film received significant social attention, with 4,300 likes and over 255 comments on YouTube.

Impact - The campaign successfully maintained buzz around both the phone and the series. The S22 experienced a 6% boost in sales YoY compared to the S21 in Q2 and maintained strong sales momentum in Q3. Stranger Things Season 4 became Netflix's most-watched series of all time, with 1.352 billion hours watched.

Quality of experience and interaction - Both clients and the agency enjoyed the production and considered it a success!

Brand perception - Based on audience engagement, the collaborative promotion was seen as the most authentic brand partnership among the many used to publicize the new season.

Change in behaviour - The S22 experienced a 6% boost in sales YoY compared to the S21 in Q2, and maintained strong sales momentum in Q3. Stranger Things Season 4 became Netflix's most-watched series of all time, with 1.352 billion hours watched.

Achievement against objectives - The campaign successfully combined our two IPs among both loyal fanbases and was considered an authentic partnership that maintained the spirit of both brands.