SAMSUNG INSTINCT

Creative Director / Script Writer / Concept
Online viral video to help launch the Samsung Instinct, their latest smartphone, in Canada.

Challenge: After Samsung's USA launch for the Instinct, called the "iPhone Killer", Samsung Canada was undecided if they should take the same approach.

Solution:We wanted to avoid competition against market giant, Apple iPhone, but release the new phone in an original and relevant way. We chose to focus on it's unique features and how it related directly to our target, the young urban male.

As the first campaign to use YouTube's annotation feature, the Samsung Instinct was first introduced in a viral video called "Follow your Instinct". In this video users were able to experience multiple choices that lead them to alternative endings as Samsung subliminally demonstrated the phone's features.

The project was a perfect balance between budget and risk and resulted in hundreds of thousands of hits, blog postings, newspaper mentions, tweets and more.