You're either on Samsung Galaxy S5… or you're not.

 

Samsung was launching the S5, its latest in the Galaxy range. The brand was liked, but not loved in Australia, and incremental innovation meant the buzz had fallen away.

 

We had to reinvent ourselves to remain relevant, to find new meaning for the product features Samsung are famous for.

 

The result was “Made for Australia”, our most successful product launch ever, and big ROI – the campaign returned 5.41 for every dollar spent – all by turning a Korean tech giant into a bonafide Aussie.

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We dramatised the features we knew Aussies would love to use going about their real lives and had a dig at Apple just for good measure.