Samsung & Corning Gorilla Glass | Partners: Imagine Dragons & Playing For Change
Challenge.
Launch Samsung Galaxy S10 with Corning® Gorilla® Glass using a platform that connects the brand across the diverse markets of America and India. In 2018, a collaboration with Imagine Dragons had already established the brand with music. How do we establish and nurture this platform further to increase product awareness and ultimately, drive other strategic B2B partnerships?
Solution.
Showcase the power of music and technology to connect the world and make product part of the artistic journey / experience. Thus, the idea of musical collaboration with Playing For Change (PFC) was born. 11 different global artists on six different continents, each playing a verse from the Imagine Dragons hit song "Love" from the brand's Origins album. The entire song was shot using a Samsung Galaxy S10 and shared with PFC's audience of millions of subscribers the day Galaxy S10 was released. 
Results & Recognition.
The song received almost 2 million views on YouTube and Facebook globally and increased awareness for Samsung Galaxy S10 by 23% in India. Video used to target other B2B partners in collaborating with Corning® Gorilla® Glass - Xiaomi signed a $5MN campaign inspired by this initiative with Samsung. Campaign Film.
Influencers & Musicians
Kim Churchill William Barton (Australia)Tal Ben Ari “Tula” (Israel)Olodum (Brazil)Sophia Scott Mana Maoli Collective Youth Taimane (USA)Jose Ikotela Glody Dinga (Republic of the Congo)Tushar Lall Prasad Rahane Vanraj Shastri Rupak Dhamankar (India)Paco Soto (Spain)