Emojis have become a new global language, transcending borders, class, and culture. At the same time, they are a form of highly individual expression. By first “upgrading” the emoji experience on the smartphone to give people the chance to make them as personal and diverse as the population of Germany actually is, and then "giving back" all of the user-generated content to the people via a live multi-media installation on the very national monument that stands for German unity promoted diversity in an engaging, culturally relevant, and playful way.

The campaign kicked off with a media cooperation in Germany's largest daily newspaper, BILD, followed by posts on Samsung's own social media channels and corporate website.

Hundreds of thousands of people started to use their own customized emojis sets, promoting diversity with every chat or posting for more than three months.

Public installations during the world's largest consumer electronics trade show, the IFA in Berlin, further engaged the audience by connecting smartphones via mobile installations presenting personal emojis and encouraging messages in real time to the public.

Finally, on the annual national “Day of Germany Unity” all emojis created up to this point were brought together on the Brandenburg Gate in a spectacular live 3D projection-mapping light show, creating a new sign of diversity shared across the world.

Total media impressions: 67 million

Social reach: 20 million

App downloads during campaign activation: over 41,000

Unique emojis created by users: 700,000+

Market share increase during the campaign period (although not a campaign KPI): 7%

Following the success of the campaign, Samsung implemented an once again upgraded version of the personalized emoji-feature, so-called AR emojis, as a standard feature in its current flagship smartphone Galaxy S9.