We created Project Inspiration, where consumers were exposed to a series of three advertorials in Wallpaper, each featuring two well known designers discussing how they designed a room around the M8. Consumers were further engaged to participate in a Room Design contest on the Project Inspiration microsite, which provided them with an opportunity to be similarly inspired.

The deal negotiated with Wallpaper required no sponsorship fees for access to the six internationally known designers. The resulting content increased awareness of Samsung in both the design community and with the consumer target. And the Room Design contest yielded entrants from several global markets with top winners in both France in the UK.