SAMSUNG
BEYONCE

GLOBAL BEYONCÉ ENDORSEMENT AND EXCLUSIVE B-PHONE BUILT ENGAGEMENT AND INCREASED PRODUCT SALES.

BRIEF
To increase awareness of and engagement with Samsung mobile music devices, especially among female, lifestyle-savvy audiences.

RESPONSE
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.

RESULTS
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.