Our brief was to launch the new Samsung Galaxy S22 Series and showcase the innovative Nightography feature enabling vibrant footage in low light, by engaging Romania's most active content creators - Gen Z.

In Romania, Gen Z is the primary target audience for premium smartphones. However, most of them are obsessed with iPhone. To get them to switch to our new flagship, we needed to grab their interest in a very authentic way.

Our aim was, thus, dual: showcase the new product and main new feature - Nightography, as well as build a relationship with our audience that would increase their propensity towards Samsung.

Before the campaign, Galaxy S Series had a steady 5% increase in Gen Z users per year. Which was already amazing since Samsung was not only fighting for this audience with iPhone, but with more affordable Chinese brands, too. Our objective was to keep this pace.

We released the first ever video music album in Romania created by Romanian Gen-Z artists and shot entirely on a smartphone to demonstrate the innovative Nightography feature of the Galaxy S22 Series.

The album tackled topics Gen-Z were discussing on late-night forums and night-time streams under anonymous nicknames: mental health issues, social media pressure, relationship problems.

The content urged Romanian Gen Z to take a break from the daily social media “perfection” pressure and come out with their struggles. Seeing their pain points addressed at a national scale in cool lyrics from artists their own age, inspired them to openly have the conversations about the important things in their lives.

Having a brand understand them and showing their struggles in a sensitive and crafted way to a country that more often than not misjudged them, made the campaign truly effective.

Despite being portrayed by the local media as the uninvolved worry-free "Generation Zen", Romanian Gen Z have plenty of things that keep them up at night from depression to cyber bullying and climate change anxiety.

The insight was rooted in a very interesting social behaviour: What people post about openly, daily, with their names and faces public vs. what they talk about at night in forums and streams under the cloak of anonymity.

Through social listening on these channels, we gathered 22 of the most widespread struggles for Romanian Gen Z and briefed young artists who shared and understood them, to create 22 original songs that bring these sensitive topics to light. At the same time, the innovative Nightography feature in the new Galaxy S22 Series showcased its magic in 22 different videos - all of them being shot using only a Galaxy S22 Ultra.

We teamed up with up-and-coming Gen-Z artists and released 22 original songs across eleven months, each showcasing a key issue our audience was struggling with, from cyber bullying to climate change anxiety, from social media anxiety and depression to gender bias.

For each of the 22 songs we have created a music video shot entirely on a Samsung Galaxy S22 Ultra to capture in vivid detail the beauty of Gen-Z nights and highlighted, thus, the new Nightography feature.

Each music video doubled as a product demo integrated in an authentic seamless way in their lifestyle.

The 22 music videos were shared on YouTube, Facebook, Spotify, and Instagram, once every fortnight. A TikTok dance challenge made the #22EpicNights hashtag viral.

We have also shared behind the scenes interviews revealing more about the artists and what moves them, helping, thus, our audience feel closer to our Gen-Z influencer artists.

The album became the most discussed Romanian music project of the year and reached 6.7m views in a country whose Gen-Z population is 4m. (Only video views with a through-rate of at least 50% were included.)

S22 became the most successful Galaxy launch ever in Romania as the market share of Galaxy S Series grew by 50%. Our previous performance was 8%.

The number of Gen-Z users of Samsung Galaxy S Series increased by 30% in just one year, far exceeding our 5% yearly pace.

The overall interest for Samsung Galaxy S22 doubled in Romania, according to Google Trends. We've managed to surpass the interest level of the Global Launch itself repeatedly throughout the year. The launch moment is usually the peak, as the interest is heavily amplified by global news of the launch.