We created a true media first - a hyper-targeted, data-driven OOH campaign called ‘Samsung Galaxy Watch4 Challenge’ that accelerated preference and grew market share.

Our task was to accelerate preference for the Galaxy Watch 4, making it the choice for Samsung and Android owners. The cultural shift in wellness and exercise during the pandemic led to a boom in the number of people running and an equal rise in smartwatch demand.

But for the competitive runners, there were few events to train for and the curve of being their PBs was flattening. And for the new ‘couch to 5K’ brigade, it was lonely out there.

We identified an opportunity to unite a disconnected community of runners with a boost of motivation. For the first time ever, we transformed out-of-home (OOH) posters into ‘coaches’ that inspired runners to beat local community targets as they were out on their runs - all powered by a data partnership with Strava.

Working with Samsung’s creative agency Rapp, we set about designing an ambitious data-driven approach to creative and media execution, to our core competitive audience as they pounded the streets. Using data feeds, each poster broadcast to runners the best running time in their own particular community, giving them a target to aim for.

Close collaboration with Strava helped our planners define and refine the community-level data approach. Our OOH team used Strava data to hand select digital panels along the most popular running routes, and the most popular times of day. Our partners at Rapp collaborated with Starcom’s production team to design a series of creative templates. With all in place, the API was set up and we were ready to activate.

More than 230,000 everyday athletes took part in the Strava challenge, logging an impressive 4.2 million runs – and we accelerated sales of the Galaxy watch too!