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Galaxy Go
Amplify + Samsung take over Australian waterways to launch the Galaxy S25 series.
Challenge
Drive conversation around the launch of the Samsung Galaxy S25 series through a disruptive stunt that is designed to be shared and seen by many across Australia.
Insight + Strategy
Australians have less free time outside of work than ever before. However, many believe AI could help solve this by offering time-saving efficiency and convenience. The new Galaxy S25 series, with its enhanced Galaxy AI, delivers on this promise by making everyday tasks simpler and faster.
Our approach was to showcase these benefits and build emotional resonance by elevating one of the most time-consuming parts of the day—the morning commute. In turn, connecting with the broader cultural conversation as the cost of living crisis and return to office mandates continue to make headlines across the country.
Samsung Galaxy Go
To celebrate the launch of the new Galaxy S25 series, Samsung transformed everyday commutes across Sydney and Brisbane. Commuters traversed waterways on Samsung’s various range of sea vessels from super yachts to tenderboats–each made ordinary commutes extraordinary.
Guests enjoyed complimentary coffee, juice and breakfast onboard while experiencing everything the new Galaxy S25 Series has to offer–including the stunning camera capabilities. Brand ambassadors were able to showcase the camera as part of a photography masterclass.
Designed to be shared
To drive headlines and social conversation around the launch of the Galaxy S25 series, social-first content was crafted to target Gen MZ across Australia. Releasing a brand film and influencer content from Team Galaxy alongside the stunt. Guests were also encouraged to share their best selfies and UGC for a chance to win the ultimate commuter prize pack.
Swap ordinary for extraordinary
To further extend brand presence, Samsung took over hero location, Manly Wharf, with targeted OOH and a pop-up activation space designed to disrupt the everyday with the extraordinary Galaxy Go offerings.