Case Studies
Samsung x The Sunday Age
The Brief
For Australians, sport is engaging because at its core it taps into the emotions of a nation, unites us, inspires us and keeps us coming back for more, time and time again. For marketers, it’s also a powerful content vehicle that can take a brand across every media channel. Which is exactly what Samsung, in partnership with CHE Proximity and Nine, did to launch its new smartphone, harnessing the 2021 Australian Open.
Samsung was looking for ways to launch its new product, the Galaxy 21 Series, to market that would firmly embed it into Australian culture, while creatively showcasing how the Galaxy S21 sets the bar in smartphone photographic capability. Our mission was to encourage consumers to capture the epic in every day using the Galaxy S21.
The Execution
The storytelling power of print was used for an unmissable media first, with high-impact, double-page spreads in The Sydney Morning Herald and The Age featuring images shot by photographers using the Galaxy S21. The images showcased Melbourne at its best, capturing city scapes, laneways and the energy of the Australian Open. A visual celebration of a city reawakening off the back of the COVID lockdowns.
The image-led approach to content extended across Nine’s publishing network into Good Food, with editorial hitting the streets of Melbourne armed with the Galaxy S21 to create digital and social content centred on Melbourne’s food culture.
The print experience was wrapped up in an informative five-page, reverse-back booklet in Sunday Life magazine, educating readers on how to capture their own memories using their Samsung S21.
