Samsung

Agency: Dept

Storytelling Meets Art Gallery With Samsung And The German Roamers

The Challenge

During the 2017 IFA (Berlin’s biggest tech expo), Samsung presented what they call “the future of TV” with their new Frame TV which has already made its way from the living-room table to the wall, while also functioning as a private gallery.

As a slight teaser, Dept developed an authentic storytelling campaign for Samsung with the German Roamers to demonstrate the Frame TV’s impressive combination of entertainment, visuality, and individuality during the IFA.

The Strategy

Spotlight On The Stories Behind The Pictures

Under the theme “My collection: memories for a lifetime” we invited five photographers of the Landscape Photography collective to share their very individual motivations and approaches to photography.

They also created gripping content from their travels, which was exhibited together with personal accompanying texts at the “The Frame” Gallery at Stilwerk Berlin.

Good Stories Work On All Channels

Selected motifs from the photo series, created exclusively with the Samsung Galaxy S8/S8+ and Samsung Gear 360, were simultaneously published by the German Roamers via their Instagram Profiles and additionally promoted by Instagram Stories. Samsung in turn picked up the stories on its own social media channels and told them there.

The Results

The ten posts and 45 Instagram Stories on the Instagram Channels of the German Roamers reached a total of over two million followers. Additionally, the Samsung The Frame Gallery 2017 was a complete success and was well received by visitors and photographers alike.

  •  13,500 reactions
  • Increased visibility through the Samsung exhibition “The Frame Gallery 2017”
  • 418,400 Instagram story views.