For the launch of the new Samsung Gear S2, we made every minute of the day unique. Using Facebook, Instagram, tech bloggers and influencers, we called on Germany to create a unique, individual watch face for every minute of the day. There were no rules. Within just a few days, thousands of watch faces were submitted. In order to accommodate all other features of the Gear S2, we developed a dynamic watch face anchored in the operating system.

We used the full spectrum of digital touchpoints to encourage Samsung fans to submit their watch face designs and interpretations during the campaign period. We then picked out the 1,440 most creative designs to make every single minute of the day something special. We created a completely new kind of content channel that unveiled a different watch face every minute, reminding people that time is what you make of it.

Many Samsung fans took the time to get involved in the campaign, with thousands of images sent in over the first few days alone. Many designs, photos, and images were submitted and shared on Samsung’s Facebook channel, for instance, which can claim more than three million fans. This heralded a new era in terms of sales, too, giving Samsung a dream launch in Germany.