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Samsung Hijacks the Mysterious Monoliths to Launch the New S21 Flagship Phone



Cheil Centrade heads to Romania’s biggest ski slope to erect an 'Epic Monolith'

Samsung Hijacks the Mysterious Monoliths to Launch the New S21 Flagship Phone

Apart from the infamous Covid pandemic, monoliths were one of the events that took over the headlines in the past year, so Samsung teamed with Cheil Centrade to shed some light on the mysterious arrivals by creating their own – the Samsung monolith, sporting Galaxy S21’s unique camera module. 

The arrival of an epic phone should be as epic as the device itself. So, Samsung hijacked the global symbol and gave it a communication and marketing meaning by making their monolith act like a reveal for all the other ones to launch the Galaxy S21. 

Riding the wave on the monolith sightings from all over the world, they raised their very own in the heart of a Romania’s biggest ski slope, for skiers and riders to discover, share and interact with it. 

The arrival caught traction, as influencers and Samsung brand ambassadors stormed to discover the monolith with their own eyes, capturing and creating engaging content for their communities. 

But that didn’t end there. The Epic monolith was accessible to everyone who wanted to interact with it, through an AR filter with which users could experience the same #EpicArrival at home, using only their smartphone.


Agency / Creative
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Genres: Storytelling

Categories: Consumer Electronics, Phones

Cheil Centrade, Mon, 10 May 2021 13:08:00 GMT