It’s Everything And A Phone
11. Social & Creator Kancils [11.7 Best use of Community Engagement]
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Links:
Product/Service:
Samsung Galaxy S26
Client:
Samsung Malaysia Electronics
Brief:
The smartphone industry is one of the most competitive in the world, with every brand fighting to be seen as the most innovative. But with every launch, hardware innovation has become increasingly incremental with a somewhat better battery, a few more megapixels, a slightly bigger screen. So to stay ahead of the competition, Samsung has spent the past few years shifting its focus toward software innovation.
In 2026, Samsung launched its most powerful AI phone yet: The Galaxy S26. It’s a revolutionary device that comes with Generative AI, Suggestive AI, Predictive AI, Agentic AI, Galaxy AI and a lot more AI. But there was just one problem: no one understands what an AI phone actually is. In fact, 7 out of 10 people can’t explain how AI works or what it was.
So, how do you launch an AI phone when no one understands what an AI phone is?
Solution:
To launch our latest AI phone, we didn’t launch it as a phone. We launched it as everything else it could be.
Samsung presents: It’s Everything And A Phone.
For the first time, instead of launching one revolutionary product, we launched 26.
Introducing ScreenShield, a screen protecting your privacy on demand. NightVision, an AI camera for low-light photography. PocketAssistant, the AI planner that manages your life. And more products, each with its own name, packaging and film. Except they were all features of our latest AI phone.
We sent them to KOLs to unbox, just like real products. With each one designed to solve real-life problems and appeal to different interest groups, demonstrating every AI capability.
AI was no longer a technical jargon. It was now something consumers could see themselves using, wanting and needing. And by turning one smartphone into 26 products, we differentiated ourselves from an industry still selling smartphones as smartphones.
