THINK DIFFERENT
Apple were always so… “different”. From the way they told us to think, to the way their products made us feel. But now, we live in a world where almost every single hand has an iPhone in it. What was once originality, is now conformity. It’s 1984 all over again. So, Samsung launched their most unique phone to date, the new Galaxy Z Flip5, with a campaign about thinking different, inspired by conformity. A campaign that used Apple’s ideology against them. A campaign that invited people to think different once again by making the switch to Samsung.
The Lucky Loop
The focus of the campaign was to debunk the perception that the Coromandel wasn’t open and remove any uncertainty about access to the region: “We wanted to flip the narrative. Everyone knows that the Coromandel has been unlucky, so we created The Lucky Loop. Instead of the roads causing delays and disruptions, we made driving the highway a rewarding experience. And it has proven to be a great way of attracting people to the area and helping local businesses.” During the Anzac long weekend – from Friday the 21st until Tuesday the 25th – any vehicle that drove the SH25 Coromandel Loop was in the draw to win a range of epic prizes including three nights at Hahei Beach Resort in a beach front bach, boat trips, snorkel tours and even dozens of Coromandel oysters. The Lucky Loop game used cameras in secret locations on SH25 from Thames to Waihi, and vehicles photographed at computer-generated random times will receive the corresponding prize. The camapign was driven with OOH, socia, radio and PR.
FeedSA
Feed SA, dedicated to feeding disadvantaged people across South Africa, faced a challenge: despite growing homelessness and hunger, many passersby ignored those in need. To boost contributions efficiently, we placed decals of hungry, begging street children at the bottom of supermarket trolleys, featuring the Feed SA website and the message, “See how easy feeding the hungry can be?” This innovative approach made shoppers aware of the opportunity to help with every item they placed in their carts. Collection tins and food bins were strategically positioned at checkout points and exits. This impactful campaign reached thousands daily at minimal cost, earning recognition in "OMG best outdoor ads EVER" articles.
Samung Bespoke-Think outside the fridge
Remember when we were told men shouldn’t wear pink, blue was strictly for boys, and mixing tones was a fashion faux pas? The Bespoke fridge is challenging these outdated notions in the world of color. By blending the fridge into the realm of fashion, a space that redefines what's stylish and sets new trends, we aim to encourage thinking beyond conventional refrigeration.
Samsung-What will you flip for a Flip5
With the launch of the new Flip5 we wanted to offer eveyone a chance to tell us what they would trade for a new phone.
We were streaming live on both Meta and TikTok while showing the comments on the billboard. This was one of the most ineractive campaigns Samsung has ever had.
