We were given the exciting task of launching the Samsung Galaxy S22 and its innovative new ‘Nightography’ technology, which allows users to capture perfect pictures and movies shot in low light and darkness.

Added to this, we were on a mission to engage a Millennial and Gen Z female audience, who often tuned out with it came to traditional feature-driven and techy communications. We were focused on not only finding interesting ways to communicate the benefits of the device and feature, but also to bring to life these benefits via brand experiences that resonated with our target audience and provoked them to look at the brand in a new light (excuse the pun!).

So to launch this new device, we were focused on finding partnerships and fame-driving tactics to highlight the camera innovation that set Samsung up in clear distinction to any competitor.

We initiated a partnership with the MFF and secured Samsung naming rights to the 2022 National Graduate Showcase - featuring an eclectic mix of experimental designs from the nation’s top fashion graduates. Much like these designs pushed the boundaries of fashion, our ‘Walk The Night’ idea aimed to push the boundaries of how cutting edge fashion was revealed to the world.

We reimagined the National Graduate Showcase runway in near total darkness, only made visible for guests through the Galaxy S22 and its low light camera capabilities. Our Samsung Galaxy S22’s captured the runway walk and projected the show onto custom-built screens above the runway, which was then livestreamed across Australia. Our ‘Walk The Night’ idea extended to other on-ground activations (like immersive physical spaces and even the after-party), helping get the phone in people’s hands so they could experience the product in a context that spoke to their interests.

Strategically, our ambition was to find engaging ways to talk about the new ‘Nightography’ feature in channels and spaces that spoke to a younger Gen Z and Millennial female audience. We identified that Fashion is a huge part of life for 65% of this audience and they love sharing their own style. It was the perfect platform to engage our audience.

After some successful forays into fashion in 2021, Samsung and CHEP initiated a multi-faceted sponsorship partnership with MFF – an annual 10-day Festival featuring Australia’s most loved designers.

Our strategy was to focus our MFF sponsorship on championing young fashion graduate talent to promote the ‘Nightography’ feature in a way that felt fresh, dynamic, and authentic to our target audience. 

We landed on the thought of ‘Walk The Night’, using the ‘Nightography’ feature to illuminate the catwalks, talent and experiences that make up the fashion experience.

Festival sponsorship – We negotiated top–tier sponsorship for the two-week festival, as well as naming rights to the Graduate Showcase, and an on-ground activation site to enable product demonstrations.

Amplification – To further extend our audience and deliver the experience beyond the festival, we bought national OOH placements in key fashion districts in which our fashion show would come to life at night.

Paid media - We ensured that our audience of 18–29-year-old females saw our activity with placements across BVOD, social channels, digital performance media, and publisher hubs on Australia’s leading fashion platforms.

Influencers - We amplified our on-ground activity to encourage attendance with the use of influencers who appealed to our 18-29 year old female audience. These influencers were invited to the activation to take photos and share their experience on all relevant social platforms.

It’s safe to say the Samsung Galaxy S22 stole the show. Our on-ground activation saw more 2,700 people interact with our new devices in the week we were live, with many sharing their experience and photos online after. Samsung achieved a sponsorship recall of 6 x more than other sponsors, due largely to the fact that our activity was recalled by our target of 18–29-year-olds at 33% above benchmark. Not bad considering this audience had previously ignored our product launch comms. Of the people who engaged with our activity, 79% are considering a Samsung Galaxy S22 for their next phone purchase.

Beyond the Festival sponsorship, our unique product demonstration earned 102 million impressions, and helped contribute to delivering an ROI of 377% for the S22 launch.