To position Galaxy phones as the go-to devices for Gen Z, we launched a campaign that stepped away from traditional one-sided ad communication into something that's consumable over and over and over again.
We developed a catchy song with an even catchier music video with Daffy and Flipperachi, regional creators and music producers, which was developed on our devices, and enhanced with S Pen created artworks and graphics.
We seeded the song, “Ain’t Gonna Stop - لا توقف”, on popular music platforms, which quickly topped the charts, and was even requested on radio.
Then it was built on by content creators as part of something bigger - a music video that they could all co-create together, using nothing but their creativity, and Galaxy fans across the region joined us. Later on, cut-downs on this video also became ads for our phones that led to higher ad recall and record-breaking sales.
