Samsung Galaxy 11
One year before the 2014 World Cup, Samsung, along with their internal ad agency, Chiel, came up with an idea for a global football campaign: a Space Jam type concept that pitted 13 Samsung sponsered footballers against a team of aliens in a match to determine the fate of the planet. Yep.
RGA was challenged with creating the launch content, keeping the campaign fresh and attractive for an entire year, and, most importantly, finding a way to reach Samsung’s goal of 1 billion people with zero traditional media.
The solution was to turn this match into an entire real-time season, players into a real team, viewers into real fans, and fans into global media.
21 agency produced films and millions of responses from fans launched the campaign with over 151,000,000 veiws, causing Adweek to name Galaxy 11 to its "Top 10 Brands that Nailed Social Video in 2014" list.
But that was just the beginning. New films, products, and even mobile games were continually introduced. A traveling world tour promoted both Samsung products and the team, and a dance-driven music video was rated third best 2014 World Cup anthem in an Adage poll (easily beating the official FIFA song by Jennifer Lopez).
The campaign culminated not just with the final match between Earth’s heroes and the aliens, but also with a global activation. Using the newest features on the latest Samsung phones, street teams in 4 different countries measured heart rates and cheers to determine which country had the most passionate football fans. 1.2 million fans showed up both online and at events around the globe to defend their nations’ honor.
1.3 billion (yes billion) impressions later, the Germans weren’t the only winners that year.