Again, but this time
With the easing of lockdown restrictions on the horizon, Samsung UK tasked us with raising awareness of its flagship phone, the Galaxy S21.
Our insight told us that as the nation emerges from lockdown, people don’t want to go out and try new things. Instead, they want to rediscover the familiar things they have missed.
So, we set out to create a campaign that gave the Galaxy S21 a clear and compelling role that aligned with the current mood of our audience.
‘Again, but this time’ celebrated magical moments of rediscovery. Striking imagery captured through the lens of a Galaxy S21, shared the excitement of life getting back to normal – whether it be exercise classes in a gym or the anticipation of dating IRL again.
Client
Specialisms involved
With the easing of lockdown restrictions on the horizon, Samsung UK tasked us with raising awareness of its flagship phone, the Galaxy S21.
Our insight told us that as the nation emerges from lockdown, people don’t want to go out and try new things. Instead, they want to rediscover the familiar things they have missed.
So, we set out to create a campaign that gave the Galaxy S21 a clear and compelling role that aligned with the current mood of our audience.
‘Again, but this time’ celebrated magical moments of rediscovery. Striking imagery captured through the lens of a Galaxy S21, shared the excitement of life getting back to normal – whether it be exercise classes in a gym or the anticipation of dating IRL again.
The campaign was a high reach, high impact nationwide OOH and DOOH, involving large format takeovers.
Local creative increased awareness and familiarity, helping to deliver a halo effect on consideration across all Samsung phones.
It was also launched across social and owned channels such as eCRM and a customer engagement app.
Due to the success of the initial campaign, a second phase was commissioned with additional creative executions produced.
67%
Consideration from those who were exposed to the campaign vs 39% of those who weren’t
8%
Uplift in 2021 brand equity measures vs 2020
