The Premium category was historically led by Samsung and Apple. Today with the arrival of Huawei, it changed its competitive composition. Functional features and design are no longer different, as are marketing efforts (Sea of Sameness). Specifically they all focus on the superiority of their cameras, so the challenge of establishing the superiority of our product and that we had the best camera, required an idea never before seen, of great impact, and above all, really epic.

Every eye in the world was going to be on the Eclipse and we had the best camera to prove it. And as an insight, it is common for Chileans to seek to be unique when witnessing these phenomena. Some looked for special lenses and other more daring traveled hundreds of kilometers to the north of the country to live the experience differently. That's why we inspired that insight, got on a plane and promised to take the best shot with the Galaxy S10 camera. We took our influencer Thomas Westenenk, a professional photographer, to take that picture. unrepeatable experience: took a photo of the Total Solar Eclipse, from an airplane, over the ocean and the Andes Mountains in the background, with a greater horizon range. And above all this great idea fueled by insight, of being where few can be, and getting the photo that few could take.

Having the opportunity to see a Solar Eclipse in person, from an angle never before seen, is an epic milestone. This is how the Sky airline with NatGeo devised the experience of watching the eclipse from an airplane, and we decided to get on it with Tomás Westenenk, our architect/photographer to demonstrate the capacity and quality of the Galaxy S10's camera, testing its functionality by capturing the Total Solar Eclipse from above.

Once land was made, Thomas sent the photo, which we uploaded to our Samsung social networks. The result of the photo was so spectacular, it quickly viral everywhere, becoming into the official photo that all the media used to portray the experience. It was the most engagement posted content in the history of Samsung Chile.

We hoped that the result of the photo would be spectacular, because we would do it with a renowned photographer (Tomas Westenenk) and using the camera of a Galaxy S10, of great superiority. We had only 4 minutes and 33 seconds to make it possible. We knew we'd take a chance, since there would be no rehearsals. It was a thing of focusing, shooting and uploading to social media. The mission was not to enter into the war of features and specifications, and to stop "being the first to something", but to become the first to conquer the hearts of consumers. We knew in advance that the idea of seeing the Eclipse from a plane would already be covered by the media, would have high notoriety and impact. But what we never imagined was that it would become the official photo of the Eclipse in Chile.

Our photo became the official photo of the Eclipse, Samsung Chile's historic engagement post (2,709,921). 309,752 interactions and USD 1.2M Free Media.

2X more sales than the previous year's flagship (Galaxy S9).

Generate visibility and impact in the middle of the communication noise during the Solar Eclipse, and to establish that the best camera in the premium segment was the Samsung Galaxy S10, and as a result, get news and ad value at no cost to the brand.

In terms of performance, we meet the projected levels of media efficiency and the goal of linking the brand to one of the most important events of the year.

PTV Results: TRPs: 283.1 / Reach: 70.1% / Reach 3: 40%

Frequency: 4.1

Digital Results: Engagement 20,000