Long before the launch of a product such as the new Samsung Galaxy, there is a multitude of rumours and expectations. This is the most important period of a launch campaign. To up the hype even more, we decided to poke a bit of fun.

Leading up to the Unpacking Event before the World Mobile Conference, we picked up on rumours about the new Galaxy S6 and translated them into our own silly/ridiculous/more or less accurate concept sketches. Each day we posted mock-ups, visualized in different concept sketch styles, on a campaign website, in social media, banners and in online films for Samsung in the Nordics. Each post sparked even more rumours, that we of course picked up on and created additional fantasy-phones.

Over the course of the campaign week there were over 146 000 tweets and over 800 articles were published through prominent publications and media channels such as ABC News, Gizmodo, The Independent, Mashable and many others, as they gave the project editorial space. By the time of the launch of the new Galaxy, the pre-orders had reached a record breaking number.

This campaign was very much a PR-driven campaign, as we picked up on a behavior that already existed among the target audience and used that momentum to further point to the product launch. The campaign was aimed towards social influencers, journalists and tech bloggers.

Leading up to the Unpacking Event before the World Mobile Conference, we picked up on rumours about the new Galaxy S6 and translated them into our own silly/ridiculous/more or less accurate concept sketches. Each day we posted mock-ups, visualized in different concept sketch styles, on a campaign website, in social media, banners and in online films for Samsung in the Nordics. Each post sparked even more rumours, that we of course picked up on and created additional fantasy-phones.

Over the course of the campaign there were 146 000 tweets and over 800 articles were published. People found the campaign funny, confident and surprising. By the time of the launch of the new Galaxy, the pre-orders had reached a record-breaking number.