HEROED AT APPLE’S INTERNAL BRAND CONFERENCE
Audiophiles trust artists, not TV brands.
Samsung Sounds turned three of Australia’s most respected acts into Samsung’s audition.
Problem
Get young, savvy audiophiles to reconsider Samsung as a serious audio brand, in a category where they instinctively trusted artists and specialist labels instead.
Idea
Samsung Sounds, a content led collaboration with Flight Facilities, Cloud Control and Jinja Safari that used one thing Samsung and the artists had in common – a unique creative process – to cut through stigma. The work followed how each act makes music, with Samsung audio built into that process, then used the content to unlock intimate live shows.
How it worked
• Partnered with Flight Facilities, Cloud Control and Jinja Safari to create mini documentaries about how they write, record and perform, featuring Samsung audio gear as part of their set up rather than a bolt on product demo
• Released the films as social content and invited fans to share them to unlock access to exclusive Samsung Sounds gigs with each artist
• Treated the whole thing as an ongoing music platform, not a one off launch: content, live shows and product all reinforcing the idea that if these artists trusted the sound, maybe their fans should too
Results
• Showcased at Apple’s internal brand conference as a benchmark example of branded content
• 570,000 dollars in earned advertising
• Established a double digit share of the audio category during the campaign period