Samsung Mobile

The Challenge – Samsung was seen as a leader in technology but wanted to strengthen its cultural relevance and appeal to a younger, global audience. The opportunity was to bridge the gap between cutting-edge innovation and the passion of pop culture fandoms, positioning Samsung as a brand that understands and celebrates the interests of today’s youth.

The Insight – To connect with a younger, global audience and elevate its cultural relevance beyond technology, Samsung sought to create a meaningful collaboration that would deeply resonate with passionate fandoms. Our strategic insight was to partner with BTS, one of the world’s most influential music groups, harnessing their vibrant energy and worldwide appeal. This collaboration seamlessly blended Samsung’s innovative technology with the spirit of BTS, resulting in a product experience that celebrated creativity, fandom, and cultural connection.

The Solution – We introduced the Galaxy S20+ BTS Edition, merging Samsung’s cutting-edge technology with the vibrant energy of BTS. The phone showcased a bold design inspired by the global sensation and came with exclusive BTS-themed features, including custom wallpapers, stickers, and collectible photo cards. To amplify the launch, we created engaging content across social media, TV commercials, and digital platforms, celebrating the spirit of fandom and creativity.

The Impact – The Galaxy S20+ BTS Edition was an overwhelming success, selling out within hours and generating massive global buzz. The campaign led to a 20% increase in online engagement for Samsung, reinforcing the brand’s cultural relevance and appeal to younger audiences.