HOW WE MADE THE ALPACA MOHAWK A THING

Alpacas. With dyed hair. Launching global trends.

Of course the premise is absurd. Here’s how it helped Samsung get the best sales they’d seen in years.

THE BUSINESS PROBLEM

Samsung was getting ready to launch a new phone with all the trimmings: the Galaxy Note10. But since tech-heavy smartphone releases had become the industry norm, we wanted to take a different approach to get people interested in what the phone had to offer.

THE ZAG

Instead of cold, feature-focused ads, we went warm and fuzzy. Literally.

THE SOLUTION

Our ad, ‘Alpaca’, tells the story of how a woman’s dreams take shape with a little help from the Galaxy Note10.

Driving through the South American desert, our protagonist comes across an alpaca farm for sale. Before we know it, she’s given the alpacas makeovers. The rockstar alpaca ‘do soon catches fire and takes over the streets of Tokyo, late-night talk shows and even NY Fashion Week’s runway.

And every step of the way, her creative vision is brought to life through the brilliant features of her phone and its stylus — creating a business plan, prototyping and shooting photos and videos.

The tagline? ‘Do anything with the next-level power of Note10’.

Even if that’s alpaca toupées.

THE RESULTS

The campaign contributed to Samsung seeing the best sales of the Note series in three years.

Samsung - Alpaca

CREDITS

Gold partners