Challenge

Samsung wanted to promote its Samsung Galaxy A51 series in Spain in an exciting way that would engage consumers during the height of the pandemic and reach them in the environments that they were spending their time in.

Goal

The phones were aimed at Gen Z, who are an elusive audience as many of them do not watch linear TV, are more likely than any other generation to install ad blockers, and during lockdown could not venture outdoors.

• Spain
• Gen-Z
• Mobile-only gamers

Solution

Samsung knew that Gen Z makes up a large proportion of the 3.1bn gamer audience. Additionally, they discovered that 68% of Spain’s 18.3m gamers, 90% of which are Gen Z, use their mobile devices to play games every day. It was obvious that gaming was their answer.

Execution

Starcom, Adgage, and Anzu teamed up to help Samsung execute an in-game advertising campaign that would reach Gen Z via native non-intrusive ads that fit within the gameplay experience. The campaign launched throughout 27 games, reaching 200k users.

Results

94%

ad viewability

vs. IAB recommended 50% to serve an impression

21%

higher brand recognition amongst the exposed audience

3%

brand memorability boosts

67%

of the exposed audience said they saw a Samsung ad within a game