Samsung: Samsung Antidiary 2

Credits & Description:

Agency: Punchdrunk, 72andsunny
Brand: Samsung Electronics America
Country: USA
Advertising Agency: 72andsunny, New York
Entrant Company: 72andsunny, New York
Media Agency: Starcom Mediavest Group, New York
Pr Agency: Pmk*Bnc, Los Angeles
Production Company: Iconoclast, Culver City
Digital Creative Director: Cesar Marchetti (R/Ga)
Brand Coordinator: Dylan Levy (72andsunny)
Executive Producer: Kerli Teo (72andsunny - Nyc)
Brand Director: Mandy Wakimoto (72andsunny - Nyc)
Sr Brand Manager: Ricardo Hieber (72andsunny - Nyc)
Jr. Creative Technologist: Tim Grover (72andsunny - Nyc)
Creative Lead: Hector Harkness (Punchdrunk)
Managing Director/Ep: Charles-Marie Anthonioz (Iconoclast)
Director Of Production: Lora Schulson (72andsunny - Nyc)
Creative Director: Matthew Carey (72andsunny - Nyc)
Ep: Nicolas Lhermitte (Iconoclast)
Creative Director: Wei Wei Dong (72andsunny - Nyc)
Film Producer: Yaya Zhang (72andsunny)
Producer: Julien Lemaitre (Iconoclast)
Strategist: Lauren Wong (72andsunny - Nyc)
Group Executive Creative Director: Trevor Eld (R/Ga)
Vice President: Paul Leys (Edelman)
Director Of Strategy: Tim Jones (72andsunny - Nyc)
Production Designer: Jeffrey Higinbotham (Iconoclast)
Digital Creative Director: Qian Qian (R/Ga)
Vice President: Santiago Pochat (Edelman)
Creative Directors: Tristan Kincaid (R/Ga)
Digital Creative Director: Vitor Andrade (R/Ga)
Designer: Brandon Mai (72andsunny - Nyc)
Executive Creative Director: Guillermo Vega (72andsunny - Nyc)
Managing Director: James Townsend (72andsunny - Nyc)
Director Of Photography: Jeff Cronenweth (Iconoclast)
Sr Film Producer: Ryan Chong (72andsunny - Nyc)
Strategy Director: Scott Hattis (72andsunny - Nyc)
Group Executive Creative Director: Al Patton (R/Ga)
Jr. Writer & Designer: Ben Wiley (72andsunny - Nyc)
Artistic Director: Felix Barrett (Punchdrunk)
Director: Yoann Lemoine (Iconoclast)
Campaign Description:
Samsung and Rihanna created ANTIdiaRy - an episodic journey that invited fans into the different chapters of Rihanna’s rise from an innocent girl in Barbados to a powerful pop queen.The story was told across 8 rooms. Every week, Samsung released a new film, followed by in-depth mobile experiences of each room. Fans were then prompted to work together to decode secrets embedded in the films, which led them to find exclusive ANTIdiaRy experiences in the real world, available only for Samsung users. The entire campaign built momentum around Rihanna and her story, culminating with the launch of her album, ANTI.ANTIdiaRy was the perfect storm. A platform that could only have existed through the combination of a disruptive, cultural icon in Rihanna, and Samsung’s most innovative technology.
Synopsis:
In 2015, the smartphone market was reaching saturation. With fewer people buying phones, and most happy with their current device, Samsung’s challenge was to add value to ownership beyond the device itself. As a brand built upon disruption, we knew we had to continue down that path to maintain our edge in a mature market.We partnered with one of the most disruptive forces in music and culture, Rihanna, who was working to release ANTI, her first album in three years.Together, Samsung and Rihanna set out to reinvent the album launch experience, putting Samsung’s most innovative technology behind her greatest, most personal ambitions.
Execution:
To build growing excitement and momentum for ANTIdiaRy, each chapter’s launch became an unpredictably dropped bomb in culture.Each room was first introduced by Rihanna herself through a post on social. Rihanna’s “Navy” of devoted social fans were therefore the first to see and share the content, harnessing their massive influence. We combined the social posts with placements in live-viewing TV events, running each film only once. We focused on big cultural moments like the AMAs, The Wiz Live, and a finale episode of the hit TV series, Scream Queens. These efforts were coupled with short-term OOH placements in hero locations such as The Grove in Los Angeles, and Times Square in New York. All efforts drove to the mobile site, where fans could dive deeper into her story, wherever their curiosity could take them. The most engaged Samsung fans were rewarded further with exclusive content and hidden shareable elements.
Outcome:
- Within 15 hours, ANTI reached 1.4 million downloads and was streamed over 13 million times - ANTI went platinum in under 48 hours, marking the fastest certification in history- Samsung social channels generated over 325M social impressions- Rihanna social channels generated over 3.1B social impressions- PR impressions reached 353M- 4M total site visits - 2.5M unique site visits- 27.6M total site engagements - 110k opt-ins to platform, 50% of them Samsung Galaxy users- 30,748,717 Total Video Views
Strategy:
Samsung is in a battle for loyalty. While the main purpose of ANTIdiaRy was to create a groundswell in culture, we had to be certain that Samsung owners would have heightened experiences compared to non-users. If we put those benefits on the pedestal for all to see, we’d be in a position to recruit new people into the Samsung brand as well. Therefore, throughout the life of ANTIdiaRy, the most unique experiences were reserved exclusively for those using Samsung devices, including the ultimate ability to download the ANTI album for free.