*Reconstruction of takeover
How do you target future customers of a phone without releasing any details or specifications? You tackle their biggest issues with their current phones.
Targeting specific phone models and operating systems and specific sites (e.g. video,tech,gaming) we created a prelaunch campaign that leveraged issues from batttery to speed, teasing Samsung's upcoming release and that everything would soon change for them.
The campaign grew from a small number of social executions into a large scale tactical campaign including a Picadilly Circus digital billboard takeover/blackout.
Client: Samsung
Agency: adam&eveDDB
Co-creativer: Matthew Osborne