The Challenge
Given the advent of Apple Pay needed to surpass the arms race of digital payment with its own Samsung Pay.

What We Did
We realized Samsung’s true essence already existed in its owners: underdogs and rule-breakers. As Samsung was a challenger brand, they, too, challenged the status quo. And with Samsung’s own digital payment platform, Samsung Pay had to make it’s mark with everyday people to keep their irreverent spirit emboldened.

What Happened?
Based on the initial success of our Samsung Outliers campaign, we created a series of everyday people who challenge the status quo in their own unique ways. So we introduced three Samsung Pay users who embodied the nonconformist spirit at the core of the Samsung DNA. Consumers discovered them through an immersive online platform showcasing their stories through video and social media channels. Inspired by the response these three generated, we uncovered more authentic Samsung Owners and began featuring them in in follow-up campaigns. The initiative set off a social experience where people started to share their own outlier abilities.

Core Team
Creative Leads: Johann Conforme, Peter Kang
Creatives: Derek Arzoo, Euan Au, Bob Strickland, Andrew Hsu, Matt Meilner
Strategists: Tod Rathbone, Jody Thomas
Account Lead: Ted Thompson

Disciplines
Brand Experience