Parents don’t always understand why their kids need featured-packed devices.

Also, product films tend to be boring. So we were tasked with solving both these problems: to find a way to hero our new product’s many features but to do so in an engaging and unique way.

The default in these situations is to try and shy away from product, in search of fun. But the Galaxy A way is to always do the opposite - to embrace the device, make it the film’s central protagonist and build the entertainment from there.

And that’s how you get to a feature-length “feature film”!

We thought it would probably take a whole journey for a kid to explain to his dad why he needs a Samsung Galaxy A. So we staged an adventure full of intriguing characters and obstacles, each highlighting a specific feature of the phone. And we threw in a cheeky otter and a few dancing cave monsters for good measure!

For the new generation of smartphone owners, their device is the centre of their universe...used for self expression, information and creativity in equal measures. Playing with the inter-generational divide, the latest “The Awesome Product Adventure” shows how Galaxy A devices open up any number of possibilities for young people and demonstrates that, for them, great tech isn’t just a nice to have…it’s essential.

The “Awesome Product Adventure” is a product film. It’s designed to support the release of the latest Galaxy A range and promote its specific features. It’s the primary content source for anyone looking for A-series product information across the globe.

The film was launched across YouTube, Instagram, Twitter and all of Samsung’s many market channels around the world, with a primary focus on Europe, the Middle East, Latin America and South East and South West Asia.

And it will run for a whole year, in tandem with the Galaxy A33, 53 and 73 series life cycle.

Whilst product films are not designed to be promoted with paid support, their earned media impact is huge due to the big demand for new product information.

At the time of submission, the Galaxy A33 and 73 are still to launch in-market so we’re yet to receive any sales information and data.

But we’re already seeing significant reach for our film… with over four million views and 3.5k likes on the global channel YouTube alone in the first week, as well as more than 50,000 organic views across Twitter and Instagram.

Not to mention the substantial engagement across the many Samsung local market social channels where we’ve also gone live.