Samsung Galaxy
S20 Launch
BACKGROUND
Samsung were about to release their next flagship IM device. The focus was on 5G, the new camera, especially it's video capabilities, and AI performance enhancements to the battery. Our two target groups share 75% of their photos and are heavy video users and creators. Battery dissatisfaction and camera quality where two topics that we wanted to dive deep into.
We had an additional challenge as premium smartphones are expensive. Apple and Samsung have increased their prices by 52% in the past 3 years and the life cycle is getting longer. We needed to show the real value of the phone and a good reason to purchase too.
SOLUTION
For reach we went with our tried and tested approach of a livestream on launch day followed up with an animated gateway H1 placement for the sales date. We created an animated mobile first landing page solution which used videos to explain the USPs of the device more quickly and emotionally. This increased the interaction rate with the user and allowed them to engage longer with the brand.
Pre-order phase
We split the content into two tabbed areas which not only allowed us to focus on the USPs most relevant to our target audience, but also gave us the opportunity to learn more about the customer and to showcase accessories such as smart watches and ear buds and other products within the Galaxy range. This then become a best practise for Samsung flagship launch campaigns.
Animated Key Visual.
To give our desktop landing more interactive features we created amongst others, an animated key visual that was used in the header graphic.
Mobile first.
Working together with a motion designer and our design technology team we were able to create an animated mobile landing page that not only fulfilled our challenge but delivered a low bandwidth for a smooth customer experience.