Samsung Galaxy A – #danceAwesome
The Samsung Galaxy A is a phone targeted at Gen-Z, but Gen-Z was turning their backs on Samsung. This is a generation that’s on their phones 24/7 and is sensitive to advertising bullshit. So to promote the Galaxy A, R/GA New York cut the fluff and turned the three things that matter to them – an awesome screen, awesome camera and long-lasting battery life – into the exact words of a song and a dance, with help from K-pop mega-band BLACKPINK. It was dropped as the #danceAwesome challenge on TikTok, resulting in 4.7M user videos, 16B views, and a significant increase in purchase intent.
- EntertainmentUse of Audience
Country
- United States
Client
- Samsung
Senior Connections Planner
- James Mullally
Strategy Director Influence
- Hannah Forbes
Executive Content Producer Studios
- Carol Powley
Director of Content Print Production
- Erica Jensen
Senior Content Producer of Studios
- Nick Williams
- Dena Lenard
Director of Business Affairs
- Lynda Blaney-Smith
Manager of Business Affairs
- Joseph Delerme
Senior Strategist of Studios
- Kayla Sredni
Video Editor
- Alexandra Redd
Senior Animator
- Robert Paynter
- DJ Shon
Senior Sound Designer
- Pete Karam
Animator
- Sivanuj Pavarodom
- Clement Chia
- Antoni Tudisco
- Tom Crew
Advertising Agency
- Cheil
- Wieden+Kennedy
- R/GA New York
Color Correction
- RCO
UGC Curation and Clearances
- Catch & Release
VP Group Executive Creative Director
- Nick Pringle
Executive Creative Director
- David Yankelewitz
- Aaron Mosher
Associate Creative Director
- Rene Van Wonderen
- Augustus Sung
- David Stevanov
Copywriter
- Rowan Mansfield
Creative Director
- Rodrigo Burdman
Senior Designer
- Bernise Wong
Designer
- Sung Hoon Rhee
Group Account Director
- Michael Beverley
Management Supervisor
- Madeline LaRocca
Group Director Production
- Hera Huang
Lead Producer
- Jasmine Arakel
Strategy Director
- Martin Vogts
The Samsung Galaxy A is a phone targeted at Gen-Z, but Gen-Z was turning their backs on Samsung. This is a generation that’s on their phones 24/7 and is sensitive to advertising bullshit. So to promote the Galaxy A, R/GA New York cut the fluff and turned the three things that matter to them – an awesome screen, awesome camera and long-lasting battery life – into the exact words of a song and a dance, with help from K-pop mega-band BLACKPINK. It was dropped as the #danceAwesome challenge on TikTok, resulting in 4.7M user videos, 16B views, and a significant increase in purchase intent.