Samsung: Microcodes - How a tiny idea generated massive results

Samsung, a tech brand, promoted its new S20 mobile phone in Australia by hiding microscopic codes in its creative.

Executive summary

Our challenge was to sell the S20, Samsung's most expensive ever S series phone, at a time when excitement around new phone launches was rapidly dwindling.

Like all major Samsung launches, price, product, placement and promotion were all directed by global HQ playbooks.

We created the ultimate immersive product demonstration by hiding Microcodes inside the global creative and challenging audiences to find them.

We've isolated the effects of Microcodes within the broader media mix and demonstrated that a tiny idea generated gigantic results.

Challenge, objectives and strategy

What was the strategic communications challenge?

Category fatigue: People don't believe...

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