DMX Comes to the Rescue for Exhausted Parents in Samsung's Summer Campaign
Samsung’s Ecosystem Summer Campaign has debuted in the U.S. and includes a TV campaign, social videos, landing page, social ad units, DOOH, OOH, and print assets. The body of work showcases how the latest Galaxy S10+ works seamlessly with Samsung’s line of accessories (Galaxy Buds, Galaxy Watch Active and more).
R/GA New York developed targeted messaging around each phase of the user journey to encourage consumers through the funnel to convert to sales. Communication was developed based on awareness (educate consumers around Samsung’s ecosystem) and consideration (learn more about the S10’s and wearables/ wearable device (Galaxy Buds and Watch Active) benefits by showing how they fit into various lifestyle scenarios).
The 45-second hero film was created in partnership with R/GA and directed by Sean Meehan of Arts and Sciences. It highlights Samsung’s partnership with Spotify and features two young parents who discover they can pacify their crying baby with help from rapper DMX and Samsung’s ecosystem of products. The exhausted parents realise the baby likes DMX and use their Galaxy S10+ to keep the music playing between the Galaxy Watch Active, Galaxy Buds, and Samsung TV as they move about through the house.
