GLOBAL BEYONCÉ ENDORSEMENT AND EXCLUSIVE B-PHONE BUILT
ENGAGEMENT AND INCREASED PRODUCT SALES.
To increase awareness of and engagement with Samsung
mobile music devices, especially among female, lifestyle-savvy audiences.
We secured the world’s biggest female music artist for
a 360° artist endorsement: Beyoncé. Her commitment to Samsung ranged from a TV commercial or use of image and content across all communication channels to tour sponsorship.
Samsung’s lifestyle and entertainment credibility grew
measurably and engaged in particular the female target demographic worldwide. The
limited-edition Samsung B-Phone, pre-loaded with exclusive content
significantly outperformed all other Samsung phones at the time.