The goal for the market launch of Samsung’s new flagship phone, the Galaxy S22 Ultra, was to highlight its new camera innovation, to ensure a strong positioning in the highly competitive smartphone market. As pure feature communication is perceived as boring by our target audiences, we had to develop an emotional storytelling that would not be forgotten – including a phone. The film should also have the potential to radiate onto the Samsung brand attachment and strengthen its perception as a love brand. Our target audiences: existing Samsung users, Millennials and Gen Z – and new fans for the brand!

Our goal was not just to create another product film, but to find a way to cleverly combine emotional storytelling with the outstanding camera features to create a larger brand story under the motto "Love knows no boundaries".

That's why we used a very special testimonial: A little spider who falls in love with the new Galaxy S22 Ultra when she sees an advertising motif for the phone on the opposite wall.

No wonder because the smartphone's camera lenses are very reminiscent of spider eyes.

Following an emotional roller coaster, we witness a touching happy end between spider and phone.

While most smartphone advertising is about the technical abilities of the phone camera, we decided to talk about our camera feature in a rather unusual way. Our approach is all about revealing the similarity between spider eyes and the camera lenses and thereby creating a touching story around a rather unemotional product feature. Nevertheless, highlighting the unique look and abilities of the camera lenses in the latest Samsung flagship device. As we know: our target audiences demand entertaining stories. So, we matched an unconventional love story with a release around Valentine’s Day – and a song that is an earworm. Because we know that younger target audiences love music classics.

For the execution of the film, we combined live-action scenes and high-end CGI-shots of the spider character which is why the post-production process was of great importance as well. The whole set was built in studio. The idea was to treat the character in the film like it was shot in normal size.

The film and its surrounding campaign were launched on 10.02.22 and are still active to the present day.

Placement: Online Video on YouTube and TikTok, Cinema commercial.

Various formats for Instagram, TikTok and Facebook. Digital campaign with microsite and numerous banners, video ads and advertorials.

With over 21M video views across all social platforms and more than 35M impressions the reach of our film surpassed all expectations. Additionally, we made it on Top #3 of YouTube trends in less than a week. Target audience engagement was tremendous and an extraordinarily positive sentiment could be monitored on social media. The Samsung spider campaign was featured in national and international press. The positive effect of our campaign resulted in significant increase of pre-orders of the Galaxy S22 Ultra. And even users of competitor devices declared their love for the video and the spider. An additional boost of brand attachment that could be recognized clearly.