Samsung Super
From humble grocery store
to tech innovator.
In 1938, well before Samsung was a tech titan, it was a grocery store trading noodles, dried fish and other Korean produce.
So to celebrate the latest Galaxy S24 Ultra device, we took things back. Wayyyy back. By packaging up their tech essentials as a Korean grocery essentials from “Samsung Super”.
Cute characters adorned the packaging
We even created cute characters to go along with each grocery essential, inspired by the tech inside.
우유
(Milk), hid a Galaxy S24 Ultra device. Multitask like a majestic octopus.
국수 (noodles) held a Charging cable. Fast charge like spicy noodles.
고등어
(mackerel) kept a SmartTag. Reel in those valuable items.
Also in the pack was a Samsung store receipt, Booklet and re-usable sustainably made shopping bag.
Samsung leaned into their Korean identity in Australia for the first time.
Instead of trying to fit in, they stood out. The influencers loved the packs so much, we had 400% uplift in organic posts with $0 media spend. Like this.
