Samsung: It's S6 and you know it - Samsung hijacks search

This case study shows how Samsung, the technology company, cut through market saturation with a disruptive campaign that spoke directly to its target audience in the UK.

Samsung: It's S6 and you know it - Samsung hijacks search

Starcom

Campaign overview

Samsung launched its Galaxy S6 with an emphasis on innovation and cutting-edge design and needed a campaign that would convince people that spending more would be worth it. Through a disruptive PPC campaign that interrupted user search journeys with playful messaging, the campaign went viral, generated awareness and buzz for the S6 and positioned Samsung as a strong choice in the premium phone market.

Strategy

Samsung's S6 audience were already bombarded with new products every day and mobile phone launches now struggle to make it onto...

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