Extreme Unboxing

What was the challenge?
We had to make the Samsung Galaxy SII stand out in a crowded marketplace. We had to drive pre-launch buzz about Samsung’s premium smartphone amongst consumers and online influencers.

What did we know?
1. The top technology bloggers and journalists receive hundreds of new products every week.
2. When a new mobile phone is launched, people film themselves explaining the key product features while taking it out of its box.
3. Lots of people watch these videos.

So what did we do?
We saw existing consumer behaviour as an opportunity to create quality, branded content.
We took six of the top UK tech bloggers and gave them the world’s slimmest, fastest and most vibrant smartphone.
We threw one of them out of a plane and put another in a powerboat.
We invented Extreme Unboxing.
We received one million views, one hundred and one thousand online mentions, twenty six thousand tweets and trended on YouTube.

The Galaxy SII became Samsung’s best selling smartphone in the UK.