SAMSUNG
POWER AWESOME
Leading a multi-disciplined creative team at R/GA as the global creative lead on the Samsung account, we developed this unprecedented social launch for the Samsung Series A to truly demonstrate the awesome 2-day battery life of this phone.
#powerAwesome included a first-of-its-kind, interactive branded effect, that pushed the technological limitations of the TikTok platform, as well as partnerships with 88 rising and Tomy, to bring to life a powerful campaign that went global and viral to the tune of 8M unique creations and 37.8B views
CUSTOM SOCIAL ASSETS
Taking cues from Samsung’s native UI & past A-Series creative, we built a suite of design elements to use throughout the Branded Effect and campaign visuals. Creating playful, rewarding graphics for the Branded Effect triggers.
PUSHING TIK TOK TECH FORWARD
Working directly with the TikTok team, we identified and brought new gamified technology to market. The experience triggered moving collision points on the screen that acted as triggers, becoming visible and animated as creators moved. The resulting triggers were then tallied in a power bar, recording each creator’s ‘energy input’ in real-time.
No other brand has successfully used this technology to achieve a highly intricate branded effect and subsequent levels of engagement as Samsung did with #powerAwesome.
THE POWER OF PARTNERSHIP
We were able to reach Gen Z audiences more organically and impactfully by partnering with Tik Tok to develop a unique gamified branded effect, as well as partnering with 88rising, the premier global Asian hip-hop label, to record an original track with Warren Hue, one of 88rising’s up and coming artists, as well as and releasing a making-of social film, using music to remove global and social barriers between artists and fans to empower fans to create on music’s main stage.
