The Samsung 'Do Bigger Things' campaign, launched in Ireland in 2017 to promote the Galaxy Note8, centers on the brand proposition of empowering users to unlock greater creative potential and productivity through advanced technology. By showcasing the device’s capabilities in an experiential context—literally bringing Dublin’s skyline to life with a live, interactive display titled ‘A Song for the City’—Samsung positions the Note8 as a tool that enables users to transcend conventional limits and achieve more significant, impactful outcomes.
From a market strategy perspective, the campaign leverages a strong local connection by integrating iconic elements of Dublin, thus enhancing relevance and emotional engagement with the Irish audience. The creative angle capitalizes on the device’s technical innovations to deliver a visually striking experience that merges technology with city culture, highlighting performance and creativity. This experiential activation not only demonstrates product features in a memorable, tangible way but also taps into urban pride and the aspiration to “do bigger things,” appealing to professionals and creatives who value cutting-edge, multifunctional tools. The campaign’s digital component on YouTube, with moderate engagement, supports this by reinforcing the narrative through storytelling and social sharing, aligning with trends that favor immersive and participatory brand experiences within the electronics market.
FORMAT#1 DEMONSTRATION — Directly shows how a product works and highlights its benefits.
This campaign, titled “Do Bigger Things” for the Samsung Galaxy Note8, centers on bringing Dublin’s skyline to life using the device itself, directly connecting the product’s unique technological abilities to an experiential creative execution. The focus on “using the power of the new Galaxy Note8” to create a visually striking, city-wide event highlights the phone’s features in action rather than communicating through metaphor, story, or comparison. There’s no explicit narrative arc, character journey, nor testimonial or symbolic framing—the campaign simply allows viewers to see the product’s capabilities first-hand by demonstrating how it can be used to achieve something impressive and relevant, aligning perfectly with the DEMONSTRATION format. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Apple – Market Positioning
Apple positions itself as a premium, design-driven technology brand that emphasizes seamless integration across its ecosystem of devices. Known for innovation, user-friendly interfaces, and strong brand loyalty, Apple focuses on high-end smartphones, tablets, and wearables appealing to consumers seeking status, reliability, and cutting-edge technology.
2. Huawei – Market Positioning
Huawei differentiates through advanced mobile technology, competitive pricing, and significant investments in 5G and AI capabilities. It targets tech-savvy consumers looking for high performance at a lower cost, emphasizing camera technology and network infrastructure leadership, especially in emerging markets.
3. Sony – Market Positioning
Sony leverages its reputation in entertainment and electronics by combining superior audio-visual technology with innovative product design. It positions itself as a premium brand specializing in high-quality displays, audio devices, and gaming, appealing to consumers valuing immersive media experiences.
4. LG Electronics – Market Positioning
LG focuses on innovation in display technologies and smart home integration. Positioned as a consumer-friendly brand offering value and innovation, LG emphasizes OLED TVs, smartphones, and home appliances, targeting customers who want cutting-edge features combined with affordability and reliability.
5. OnePlus – Market Positioning
OnePlus is positioned as a challenger brand delivering flagship-level smartphones with a focus on performance, speed, and user customization at competitive prices. It appeals primarily to young, tech-savvy consumers seeking premium features without the flagship price tag, often leveraging online community engagement for brand loyalty.
Q: What is Do Bigger Things about?
A: Do Bigger Things is a professional campaign launched by Samsung in Ireland in 2017, created by the agency Guns or Knives to promote the Galaxy Note8. The campaign centers on an experiential activation called A Song for the City, which used the advanced features of the Galaxy Note8 to animate Dublin’s skyline in a visually immersive display. By leveraging the device’s technology in a real-world context, the campaign aimed to demonstrate Samsung’s commitment to empowering creativity and productivity, engaging Irish audiences through a blend of urban culture and mobile innovation.
Q: What creative device does Do Bigger Things use?
A: Do Bigger Things employs the DEMONSTRATION format, as classified by Clapboard’s 12-format taxonomy. This approach directly showcases the Galaxy Note8’s capabilities by using the device itself to create a live, interactive animation of Dublin’s skyline. Rather than relying on metaphor, narrative, or testimonial, the campaign lets the product’s features speak for themselves, allowing viewers to witness first-hand how the technology can be used to achieve something impressive and relevant. This aligns precisely with Clapboard’s FORMAT#1 DEMONSTRATION, which highlights product benefits through direct action.
Q: What is the campaign proposition for Do Bigger Things?
A: The campaign proposition for Do Bigger Things positions the Samsung Galaxy Note8 as a tool that empowers users to unlock greater creative potential and productivity through advanced technology. By bringing Dublin’s skyline to life in a public, experiential setting, Samsung communicates its commitment to enabling consumers to transcend conventional limits and achieve more significant outcomes. The campaign targets professionals and creatives in the electronics market, emphasizing local relevance and emotional engagement while showcasing the device’s technical innovations as essential for those who aspire to do bigger things.
Q: How does Do Bigger Things rank in Clapboard's archive?
A: Do Bigger Things holds a Clapboard Campaign Score of 69/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the context of experiential marketing for technology brands.
Q: Who are the competitors in Samsung's category?
A: In the electronics and technology sector, Samsung faces competition from several key brands. Apple is recognized for its premium positioning, design-driven ethos, and seamless device integration, appealing to consumers seeking status and innovation. Huawei competes through advanced mobile technology, aggressive pricing, and leadership in 5G and AI, targeting tech-savvy users. Sony leverages its strengths in audio-visual technology and entertainment, attracting those who value immersive media experiences. LG Electronics focuses on innovation in displays and smart home integration, offering value and reliability. OnePlus positions itself as a challenger brand, delivering flagship performance and customization at competitive prices to a younger, tech-oriented audience.
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