This is not a product launch. This is the A Games.

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We were tasked with tapping a new audience for Samsung’s A Seires - Gen Z. With the series’ affordable price point and fun features, Samsung were keen to engage this demographic. But how do you grab Gen Z’s attention? GAMIFY.

Gen Z are always up for a challenge, always seeking out new ways to engage with their social media community. They’re not willing to passively sit back and be sold to. They want to be engaged. They want to be challenged.

We used this to our advantage and showcase the A Series through a range of Gen Z-inspired challenges, The A Games, that best highlighted the A70 and A80’s key features.

Our next task was to find the right influencer. Someone who reflected our target market and spoke their language, rather than Samsung’s go-to list of tech-head influencers. We partnered with up and coming influencer, Love Evie to cover the device’s launch, live in Milan. Thanks to Love Evie’s playful, authentic nature and keenness to poke fun at herself, The A Games turned into engaging, bite sized content, rather than a formulaic device launch.