How to launch a smartphone using only rumours.

Prior to every large product launch the media is flooded by rumours and expectations. So how could Samsung break through the noise prior to their launch, without revealing the actual phone? On a campaign site, we started daily postings of mock-ups, based on rumours. The mock-ups sparked more rumours, which we used to create more mock-ups. All with the question “Is this the next?”.

How the electronics giant is poking fun at the rumors.


The results

The site saw over 293 000 unique visitors, and even more people took part of the campaign via social and traditional media. Over 146 000 tweets, and close to 800 articles were published (from the Huffington Post, Mashable, The Independent and ABC News among others). Over 50% of our core-influencers were engaged.