Samsung

1. Eric Chou - Direct of Product Marketing 2. Hayley Walton - Head of Marketing - Mobile 3. Hayley Wilson - Marketing Manager

CHE Proximity *Lead Agency

1. Chris Howatson - CEO 2. Ant White - CCO 3. Gavin Chimes - Creative Director 4. Daniel Smith - Art Director 5. Ernie Ciaschetti - Copywriter 6. Hannah Austin - Group Account Director 7. Lucy Jones - Account Director

Our challenge was to sell the S20, Samsung’s most expensive S series phone ever, at a time when excitement around new phone launches was dwindling. Like all major Samsung launches, price, product, placement and promotion were all directed by global HQ playbooks. Using an ancillary budget of 300k, we created an immersive product demonstration by hiding Microcodes inside the global creative and challenging audiences to find them. We’ve isolated the effects of Microcodes within the broader media mix and demonstrated that a tiny idea generated gigantic results: an incremental $3.49m.