Samsung and Sir Mary with adventurous hunt through the night
The new «Samsung Galaxy S23 Ultra» features a night camera with special low-light capabilities. That’s why Samsung, in collaboration with Sir Mary, launched an interactive campaign in which the young target audience was sent on a spectacular nighttime exploration to find hidden «Galaxy S23 Ultras.».
The nationwide "Explore the Dark" campaign, which took place exclusively at night, was aimed at the ultimate night owls. During the first weeks of June, they went on the hunt for the new Samsung Galaxy S23 Ultras, which were hidden in the darkest and at the same time most night-photogenic locations throughout Switzerland. Explorer packagings were designed for this purpose, in which the smartphones could be safely placed in the adventurous locations. Of all the hidden Galaxy S23 Ultras, one also contained an exclusive special credit worth CHF 10,000.
Secret clues
The hidden phones could only be found with the help of secret location clues. In order to obtain these, several thousand participants registered on the digital Campaign Hub. The location clues were published on social media every quarter of an hour, starting exactly at sunset. This allowed participants to track down and grab the hidden smartphones in their respective cities (Lucerne, Bern, Zurich, Lausanne and Geneva) as soon as darkness fell. During the perfect conditions for the most epic night camera. The social-first campaign was promoted with teaser films, digital ads and sponsored posts across Samsung and Creator channels.
Responsible at Samsung: Toni Koller (Head of IM Marketing SEAS), Fabian Fehr (Head of IM Marcom SEAS), Allan Haverman (Head of IM Marcom), Tina Baumberger (Marcom Professional IM). Responsible at Sir Mary: Adrian Merz (Executive Creative Director), Gaston Filippo (Senior Art Director), Johnny Grubenmann (Senior Copywriter), Paul Gutjahr (Digital Art Director), Jacqueline Willimann (Senior Account Manager), Nadine Treml (Senior Account Manager), Raphael Hirt (Junior Storyteller), Ayleen Sol Friedrich (Junior Content & Social Media Creator), Alisha Wüest (Junior Social Media Consultant), Nicolas Hostettler (Managing Director). Partners: farbfilm studio GmbH (film production), Sugo.digital (landing page), Izzy, Energy, Anaïs Decasper, Lana Bante (content), Publicis Media Switzerland AG (Iona Jefferies: Digital Account Director, Mariya Madörin: Digital Account Executive, Anastasios Joannidis: Account Director & Business Lead, Thomas Kupferschmid: Account Manager).
