As the new Galaxy S10 came with an innovative punch-hole camera design that attracted quite a lot of controversy, we fully embraced it the #DoWhatYouCant style and via a bold UGC activation, invited our fans to unleash their creativity and turn the odd camera placement into personal artistic statements.
By embracing full on the controversy around a bold camera design and turning it around into a self-expression enabler via a creative competition open to everyone, we built on our #dowhatyoucant attitude and boosted the sympathy for the brand, transforming what was panning out to become a disadvantage into an appealing distinct feature which encouraged the inventor within each of us to step out and shine. The S10 become, thus, more than just a new model, an exciting catalyst for personal expression and a rallying point for our brand community.
The brief of the competition was straightforward enough for everyone to wish to become a wallpaper inventor – all they had to do is incorporate the new camera style in their design.
We even offered a graphics tool to help the participants craft their proposal inside our landing page and invited people to post their masterpiece via Stories.