Samsung Galaxy makes some of the best tech BUT Gen Z don’t want to let it into their life. The reason? A lack of “cool”. Somehow we needed to prove its power and create desire in those without it (as well as pride in those who were already smart enough to be part of the Galaxy family).

Specifically, we wanted to drive awareness and engagement with Samsung’s industry-leading camera feature. Using the power of the product to engage people and prove out its own truth, we wanted to put the focus squarely on the remarkable, market-leading tech that Samsung has worked tirelessly to engineer - and the superpower clout it gives its users (i.e. incredible content that makes everyone jealous).

We created a bold, interaction-demanding digital OOH campaign to show non-Samsung users what they’re missing, by taking over large-scale billboard spaces in some of the most iconic urban spaces in the world with tiny-size messages just begging to be discovered by those around them. The twist? They were only fully visible to those with the S23 Ultra’s (headline-grabbing) x100 zoom feature.

The creative insight that stemmed from this was that to share the epic, you first have to discover it and there’s no better tool on the market for discovering the epic than the S23 Ultra 100x zoom.

Our idea was to give people more to talk about​ by showing product value in a fresh, inventive way — using the product benefit to lead them to discover more epic with relevant and cultural bespoke messages in locations surrounding the DOOH around the world.

Although iPhone-loving Gen Z are resistant to letting Samsung Galaxy into their lives, the truth is that everyone is impressed with what Galaxy devices can do when they see it. The fact that iPhone-owning youngsters were renting S23 Ultra’s to attend Taylor Swift concerts for the far superior camera’s x100 zoom ability to turn even the back-row into a front-row experience proved that. Therefore, if ‘cool’ was the problem, we took the strategic approach of turning that x100 zoom feature into the mark of social clout - proving its power and creating desire in those without it (as well as pride in those who wielded it). To do this in the most audacious, visible, social proof-building way, we turned to DOOH in some of the most iconic locations around the world.

‘Tiny Type’, took over 14 billboards in 12 countries (US, UK, Italy, China, Sweden, Poland, Saudi Arabia, China, Thailand, Brazil, Spain, Japan, HK) with tiny-sized messages, using OOH as a tool for engagement and interaction - inviting people to pay closer attention.

The campaign’s digital OOH advertisements featured either a seemingly unfinished sentence or a secret message in classic eye exam chart style, that can’t be read with the naked eye – which is where the help of the 100x Zoom of the Samsung S23 Ultra comes in. For those who already had an S23 Ultra, the work compelled them to put the product to the test, and for those who don’t yet have one, the S23 Ultra showed them what they are missing with a fun and engaging experience.

The results speak for themselves. During the campaign window, we saw a +44% increase in online social discussions around the S23 Ultra x100 Zoom ; the campaign drove 25M impressions; and searches for “S23 Ultra” increased 17% between Sept and Dec 2023. What’s more, the S23 had a 23% increase in sales compared to the Galaxy S22.