Samsung: Giving a new breed of headphones, style and meaning in a cluttered market
Challenge - Samsung Level Headphones were introduced to a cluttered and saturated market. Our challenge was to introduce differential product features to a global, millennial audience with relevance.
Idea- Alongside brand positioning and the creation of "Next Level Sound", we created various content and branding. Long and short product feature demos showing in real life the skills of unusual, creative experts. For swipe control we used urban dancers, voice control street poets and for noise cancelation we used ice sculptors. Content rolled out on both owned and seeded social media; Instagram, YouTube, Facebook and Vine.