Samsung wanted to place brand ambassadors within Optus stores. A kind of go-to expert, who knows everything there is to know about Samsung phones. But when the brief came to us, it was a very basic eDM “get staff to sign up” and “do this before lunch” kind of brief. Instead, we leaped at the opportunity to create something a lot more engaging, going way beyond our client’s expectations.

The kind of people who would sign up for the program are tech heads who love being in the know and getting exclusive offers. So we created a club called the Samsung Elites that to become a member, you must make it through a selection process. Inspired by secret service style movies like The Kingsmen and James Bond, we decided to create a creative platform that sold the exclusivity of becoming a Samsung Elite. Staff not only received bulletin posts and personalised eDMs (as requested) but also specially recorded voice messages from a Samsung Elite special agent.