It pays to do great work – sometimes further down the line, and in unexpected ways. When our work for another client caught the eye of Samsung, they contacted us to participate in the pitch that led to above-the-line campaigns for flagship products like the Galaxy S10 and Note10.
For the launch, we handled the initial phases (including reservations and pre-sale campaigns) and after-sale phases. Throughout, we helped Samsung creative smoothly transition from South Korean “global” creativity to a more “local” approach according to the campaign phase.
For a launch this big, only the biggest sites would do. From the side of the Milan cathedral in Piazza del Duomo, to the city’s hip Navigli canal district; from Rome’s Basilica of Saint John Lateran and the Spanish Steps, billboards stretched an eye-popping 27m x 20m in some of the busiest locations and hottest destinations in Italy’s principal cities.
Milan: facade of the Milan Cathedral (Piazza del Duomo), via Torino, Navigli, Malpensa Airport
Rome: Piazza di Spagna (the Spanish Steps), Basilica of Saint John Lateran, Trevi Fountain
Digital communication included the design of 87 totems located inside the major Italian airports. We also lit up the screens and the press showcase inside the Samsung District (the Milan flagship building), as well as the maxi screen on the building’s roof.
With a mind to 360-degree communication, we also created a whole host of static and dynamic HTML5 banners, displayed on Italy’s leading online publishing platforms.