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Samsung Mobile
Samsung & NBCUniversal Takeover

RAN IN: United States

CLIENT
Samsung

AGENCY
Starcom *Lead Agency


NBCUniversal *Lead Agency

Christopher Williams, Manager, Portfolio Creative Partnerships
Jayme Zimmerman, Senior Director, Marketing Creative Partnerships - Lifestyle
Denise Glickson, VP, Marketing Creative Partnerships - News
Alex Romano, Senior Manager, Marketing Creative Partnerships - News
Jay Adoue, Senior Director, Marketing Creative Partnerships - Hispanic
Amalia Munteanu, VP, Marketing Creative Partnerships – NBC Entertainment
Kelsey Gundel, Manager, Marketing Creative Partnerships – NBC Entertainment


SUMMARY

As Samsung was launching their newest flagship device, the Galaxy S10, they faced a triple-headed business challenge. Declining upgrade cycles, growing competitor share in the market, and near unshakeable OS loyalty meant that they needed to do something radical and attention-grabbing to curb consumer apathy in the category. Samsung needed a bold message that would change perceptions quickly. A partnership with key NBCU properties changed audiences’ perceptions of Samsung, increased their consideration, and resulted in massive earned media through PR coverage of our historic campaign.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: BRANDED CONTENT,SOCIAL MEDIA,SPONSORSHIP,TV,USER GENERATED

Audience: a18-34

Objectives: Product Launch

Type: Business to Consumer

Language: English