A Galaxy of Possibility
by Samsung
BRIEF → Launch Samsung Mobile’s latest series of connected Galaxy apps and devices.
CHALLENGE → Galaxy brand wasn’t defined; connecting devices wasn’t mainstream.
IDEA → A Galaxy of Possibility, a campaign that markets Galaxy as an ecosystem that connects around your aspirations.
EXPRESSION → Positioning, Naming, TVCs & OOH, Digital, Photography, Launch Event.
IMPACT → Galaxy S7 outsold iPhone during the campaign’s run.
Positioning & Use Cases
Before launching these new devices we had to identify the value proposition in connecting them to each other. Using design thinking we defined the most relevant device bundles based on their benefits. Together, these positioned Samsung’s Galaxy as an open ecosystem of devices that connect with each other to enhance your life — a strategic leap for the brand after years of releasing devices without any coordination or obvious vision.
Defining our approach to marketing the Galaxy ecosystem
A system was developed and applied to every device bundle’s campaign
Close up: each use case was tied to a device bundle
The messaging matrix became the brief when creating the campaign’s assets
Naming & Messaging Strategy
Once we defined the use cases and their device bundles, we created the naming for them and their accompanying messages. We used active language as calls-to-action with relatable benefits to them. For the first time since Galaxy’s inception, simple language was used to communicate all the amazing things you can do with its devices.
Naming for each bundle and line for Galaxy
Naming & messaging hierarchy
Messaging clear benefits to the use cases
Practical benefit messages for new use cases
Visualizing A Galaxy of Possibility
Launch TVCs and OOH
Film and video played a crucial role in showing the benefits of Galaxy’s ecosystem — the use cases for connected devices were new to mass audiences so the assets played dual roles as launch communications & stylish product demos. To achieve this we collaborated with Carlos Serrao and Turner Turner to capture premium shots of people experiencing the benefits to the device bundles in everyday scenarios.
Retail and OLA launch video for A Galaxy of Possibility
Move with Galaxy TVC
Go with Galaxy TVC
TVC launched with stylized product demos
TVC end cards with the device bundle and its line
TVC launched with stylized product demos
Photography
We built minimal sets to emphasize the products as they were modeled and captured them in specific uses. Moments captured ranged from syncing your phone to your watch while on the go to exploring in VR. Inspired by fashion, we elevated the shots beyond product demonstrations with styling by Turner Turner and shots by Carlos Serrao. To celebrate them we created a hard cover book that was given to influencers and kept in retail locations.
Launch Event
Samsung’s experience center in New York City, Samsung 837, launched the campaign with a block party and an unpacking for press and influencers. Installations throughout the space were themed with each bundle, and featured the connected devices for attendees to experience.
A Galaxy of Possibility launched at Samsung 837
Devices connected to each other for retail demonstration
NYC block party for the Move with Galaxy bundle
Coffee table book and print collateral elevated lifestyle photography
Unpacking A Galaxy of Possibility for press and influencers
Organizing Samsung Galaxy into an ecosystem and then marketing it as a lifestyle.
Outline:
A Galaxy of Possibility is an integrated campaign promoting Samsung Galaxy’s latest collection of mobile devices. Assets were created for TVCs, videos, OOH, OLA, social, retail, and experiential. The campaign marketed Galaxy as an ecosystem, made up of its devices and apps that connect to each other for a range of activities — anything from running errands to creating VR content. This marked the first time the Galaxy series was promoted as a coherent system built around your everyday needs and creative ambitions, creating the template for how Galaxy goes to market each year.
Background:
In 2009, Samsung introduced its flagship smartphone, the Samsung Galaxy. In the years that followed, the Galaxy series expanded to more devices with lots of cool innovations but also confusing names and pricing. This forced potential customers to do a lot of work just to know which device was right for them, earning it a reputation for complexity and failure to grasp Americans’ lifestyles.
Challenges:
Before this campaign, connecting your device to other devices seemed arduous and lacked appeal. The mobile tech space was evolving quickly and was flooded with messages about being ‘connected’, so the campaign had to be precise about Galaxy’s benefits in order to resonate. Bundling Galaxy’s apps & devices around relevant use cases proved a success, and the results showed. During the campaign’s run, the flagship Galaxy phone outsold the iPhone and generated Samsung’s best quarter in over two years.
Impact:
Galaxy S7 outsold the iPhone during the campaign’s run
Mobile sales generated Samsung’s best quarter in over two years
Press
The Verge → Samsung's Galaxy S7 is outselling Apple's iPhone 6S in the US
The Verge → Samsung Gear Fit2 Review: Samsung Gets Fitness Tracking Right
Wired → Samsung’s Nub-Like Wireless Earbuds Completely Cut the Cord
Wired → Samsung Gear Fit2 Is Half Fitness Tracker, Half Smartwatch
Vibe → Samsung Lives Up To Being A Galaxy Of Possibilities At Lollapalooza 2016
Billboard → Diplo & Gwen Stefani Kick Off Samsung 837 Summer Concert Series
Billboard → Music Photos of 2016: June
Strategy Analytics → Samsung Galaxy S7 edge Was World's Top-Selling Android Smartphone in 2016
9 To 5 Google → Strong Galaxy S7 sales & cost-cutting give Samsung its most profitable quarter in two years
Team
Brand → Samsung
Agency → R/GA
Client Team → Jesse Coulter, John T. Field, Kristin Harrer, Marc Mathieu
Agency Team → Chad Wilson, Esther Rosenberg, Gera Frascaroli, Helder Santo, Kyra Beckmann, KyungWan Kang, Chaz Rini, Madeline Garber, Qian Qian, Tal Shub, Tara Cyphers, Tristan Kincaid
Photographers → Carlos Serrao
Directors → Carlos Serrao, Marcus Tomlinson
Styling → Turner Turner
Production → Beauty & Photo, Radical Media