Background

The client tasked us with launching a new product to one of the most demanding audiences: Austrian Gen Z. This generation thrives on “epic nights” out, but they face a common frustration: their smartphone cameras fail in the low-light conditions of clubs and parties, leaving their best memories blurry and unusable.

The Galaxy S23 Ultra, featuring revolutionary Nightography, was the perfect solution.  Our challenge was to market this highly technical feature to an audience that values both technology and authentic experiences.

Creative Idea

As the problem happens in the club, the solution must too. Our idea: the #EpicNights Club Tour, a live activation that brought the Galaxy S23 Ultra directly onto Vienna’s hottest dance floors. Partygoers used Galaxy S23 Ultra to capture moments their other devices couldn’t, creating a lively, enjoying unforgettable brand experience and sharing high quality visuals on social media channels.

Insights & Strategy

We based our approach on one core insight: You can’t tell Gen Z a product is great; you have to let them discover it.

Our strategy focused on moving from “advertising” to enabling:

• Leverage Broad Awareness – build momentum using Samsung’s TV, cinema, and radio campaigns.

• Build Hype – tease live events with influencers, social media, and targeted ads where Gen Z spends their time.

• Create the Experience – make the product the star of the night.

• Amplify Authenticity – encourage guests to share genuine, high-quality content across social channels.

Execution

The #EpicNights strategy came alive through a 360° campaign:

• Targeted Teaser Campaign – Digital Out-of-Home (DOOH) advertising at universities and social media activations with influencers built excitement before events.

• Interactive Brand Experience – custom Spinbooths and installations inside clubs let guests test Nightography and zoom features under challenging lighting, creating shareable content instantly.

• Content Amplification – authentic photos and videos generated by partygoers became the backbone of our social media campaign, boosting engagement and credibility. 

Results

We turned a technical product feature into a cultural experience with outstanding outcomes:

• +15% Lift in Aided Advertising Awareness among Gen Z

• 10x Engagement Rate for Samsung

The #EpicNights Club Tour successfully demonstrated Galaxy S23 Ultra’s Nightography capabilities while creating a memorable, shareable moment for the brand.