Samsung Galaxy Note 8
The always in-style, all-in-one gadget.
To launch Samsung's Galaxy Note 8 tablet, they got TV host and model Bianca Gonzalez as an endorser.
Even with a celebrity endorser, we wanted to be creative in depicting the product's benefit.
The insight was women typically over-stuff their bags, and the heavy load causes them discomfort. The Note 8 essentially replaces the books, diary, planner, and camera that bulk up and weighs down women's bags. So the ad became an invitation to women to stop suffering and ditch their bulky stuff and use the Note 8.
Taking advantage of Bianca being a model, we shot her as a cover model and placed the ads in fashion magazines, not just tech or gadget magazines. This move allowed the campaign to reach more of the intended target audience.