Heroed at Apple's internal brand conference
Samsung Sounds
Audiophiles trust artists, not TV brands.Samsung Sounds turned three of Australia's most respected acts into Samsung's audition.
The 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.
The 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.
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
- 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
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