Samsung

Explore the Dark.

The new Samsung Galaxy S23 Ultra has the most epic night camera. Which is why, for the launch, we activated the ultimate night owls with a nationwide night exploration: EXPLORE THE DARK. An interactive social-first campaign that took place 100% at night. During 5 nights in 5 cities, we hid 5 Galaxy S23 Ultras in the darkest and most night-photogenic locations. The hidden phones could only be found with the help of secret location clues, which were published online exactly from sundown. Several thousand participants went on the hunt through the night.

Case Study

Participant

“It surely was a dope night hunt.”

Activation Film and Recap

Digital and Social Assets

Location riddles were posted across Samsung's social channels. Influencers supplemented the nightly clues with direct messages, livestreams, and audio posts. And on the mobile site, the slowly shrinking search zones could be followed live thanks to GPS signals from the hidden phones.

Awards

ADC Switzerland

1 Shortlist

EDI Film Award

1 Shortlist

Credits

Adrian Merz (Executive Creative Director), Gaston Filippo (Senior Art Director), Johnny Grubenmann (Senior Copywriter), Paul Gutjahr (Digital Art Director), Jacqueline Willimann (Senior Account Manager), Nadine Treml (Senior Account Manager), Raphael Hirt (Junior Storyteller), Ayleen Sol Friedrich (Junior Content & Social Media Creator), Alisha Wüest (Junior Social Media Consultant), Nicolas Hostettler (Managing Director); Farbfilm Studio GmbH (Filmproduktion)