iMedia Agency Awards 2012

Starcom, 72andSunny, and Razorfish

Campaign of the Year

Starcom, 72andSunny, and Razorfish

If your competition is Apple, you better bring your A-game, which is how Samsung hijacked the conversation and buzz surrounding the iPhone 5 to promote its flagship device, the Galaxy S III.

The campaign was a joint effort from two agencies -- Starcom and 72andSunny. And while great creative was at the heart of "The next big thing is already here," the key driver of success was an intuitive understanding of the online conversation surrounding smartphones. First launched on Facebook, the campaign created a platform for disrupting the iPhone conversation and overtaking it with a memorable video that expressed a message that was equal parts funny and incredulous. Here's a look at that video.

But as the conversation grew online, Starcom and 72andSunny were ready with social assets and a 30-second spot to push the story out to a wider audience. The agencies also partnered with Razorfish for digital and social creative to achieve a holistic multimedia effort that positioned Samsung perfectly in the fast-growing smartphone market.