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Samsung was caught between market leader competitors and underdog devices in Australia's competitive mobile market. With loyal users hard to convert, we needed a compelling reason for switching. When we discovered Fortnite was banned on competitors' devices, we saw an opportunity to target Australia's gaming commuters.
Instead of promoting technical specs, we created an Australian public-transport-themed Fortnite experience specifically designed for commute time. We positioned the S24 Ultra as the ultimate gaming device by bringing Fortnite to the one place competitors couldn't reach -transforming a competitor weakness into Samsung's strength.
We deployed a fully integrated campaign targeting young gamers with a custom Fortnite map that earned a coveted spot on Epic Games' "Epic Picks." We launched Australia's first-ever Discord display campaign alongside presence on Twitch and YouTube. Experiential activations featured crashed train carriages from the game in major transport hubs, while gaming influencers including Lachlan and Loserfruit amplified reach. Transit advertising and Spotify gaming playlists created an inescapable campaign presence.
