Samsung Galaxy A9 star

• The Challenge & Opportunity: To drive engagement for the Galaxy S9+ in China, Samsung partnered with a high-profile national singer boasting a massive, dedicated fanbase known as 'Martians.'

• Strategy & Insight: Our team conducted deep-dive audience research, interviewing fans to uncover the shared DNA between the artist's persona and the smartphone's key features.

• Execution: This insight shaped our integrated launch strategy, which featured a high-impact offline product launch and an exclusive fan meet-and-greet.

• Results: The campaign was a resounding success, earning rave reviews and driving massive sales. On launch day, the entire inventory officially sold out.

Samsung Galaxy S9 | S9+

• The Challenge & Opportunity: To drive engagement for the Galaxy S9+ in China, Samsung partnered with a high-profile national singer boasting a massive, dedicated fanbase known as "Martians."

• Strategy & Insight: Our team conducted deep-dive audience research, interviewing fans to uncover the shared DNA between the artist's persona and the smartphone's key features.

• Creative Concept (The TVC): Leveraging the Galaxy S9+’s hero selling point—its groundbreaking 960fps Super Slow-Mo video capability—we developed a captivating TVC centered around the concept of "slowing down time." The campaign video featured direct, high-impact copywriting that boldly highlighted this technical feature, making the product's value proposition immediately clear to consumers.

• Execution: This insight shaped our integrated launch strategy, which featured the targeted TVC rollout, a high-impact offline product launch, and an exclusive fan meet-and-greet.

• Results: The campaign was a resounding success, earning rave reviews and driving massive sales. On launch day, the entire inventory officially sold out.

Samsung Galaxy Bixby

• The Challenge & Opportunity: To drive adoption and awareness of Samsung’s AI voice assistant, Bixby, in the Chinese market. Samsung partnered with a high-profile Chinese actor to humanize the technology and demonstrate its practical value.

• Strategy & Insight: Rather than focusing purely on technical jargon, the campaign was rooted in daily utility. We aimed to showcase how Bixby seamlessly integrates into a consumer's everyday routine, transforming abstract AI into an intuitive, lifestyle-enhancing companion.

• Creative Concept & TVC: The campaign featured the celebrity interacting with Bixby across relatable, real-life scenarios. We highlighted core features through everyday moments, such as:

  • Morning Routines: Setting smart alarms and getting hands-free daily briefings.

  • Seamless Connectivity: Managing incoming calls effortlessly while multitasking.

  • Lifestyle Assistance: Pulling up cake recipes and step-by-step culinary guides on the fly in the kitchen.

• Execution: Through highly relatable lifestyle vignettes starring the actor, the campaign effectively demonstrated Bixby's responsiveness, intelligence, and ease of use, bridging the gap between advanced AI and everyday life.

• Results: The campaign successfully boosted user engagement and download rates for Bixby, establishing it not just as a feature, but as an indispensable daily assistant for Chinese consumers.