Background - Samsung has a diverse range of products at a wide range of prices. The new Galaxy Alpha was a fully loaded smartphone priced to appeal to a younger audience

Business problem - How could we get young British people to ignore the latest Apple iphone and make a more independent choice

Creative Strategy - Align choosing the Galaxy Alpha with Britain’s quirky, independent nature

Creative approach - Celebrate British diversity and independence and align that with Samsung’s own diverse and independent approach

Results - Samsung’s highest scoring TV spot ever tested in the UK