The Great Galaxy MunchClient
Role
Format
Samsung Singapore
Art Lead
Social
The Great Galaxy Munch
Problem & Insight
Every flagship launch comes with noise. And with competitors constantly entering the conversation, Samsung needed a way to stay relevant beyond its own launches.
When a competitor launches, people naturally start comparing phones. But who says brand rivalry has to be serious?
The Great Galaxy Munch
The Opportunity
Instead of fighting for attention, we turned the competition into a game and gave audiences a reason to join in.
The Great Galaxy Munch
Idea & Execution
We created The Great Galaxy Munch, a social AR game that turned competing phone brands into fruit, inviting audiences to literally eat the competition.
The game was brought to life across social, showcasing gameplay and setting challenges & quests to keep audiences playing.
The Great Galaxy Munch
The Outcome
It became the most engaged filter on Samsung Singapore’s social channels, with 2 in 3 users participating.
The game clocked over 27,180 seconds of accumulated play time, with an average of 36 seconds played per user.
Turns out, people didn't mind eating their competition.