Working closely with Samsung’s New Computing team and the student media platform, UNiDAYS, Raptor art-directed and delivered a suite of imagery aimed at celebrating and highlighting the multiple creative benefits of Samsung's groundbreaking Galaxy series. Combining education, lifestyle relevance, and a fresh, youth-centric identity, we delivered a campaign designed to capture the attention and loyalty of young consumers.

Through two and a half years of continuous qualitative and quantitative research, we’ve maintained an intimate understanding of student tech preferences. Our proprietary youth network revealed how purchasing decisions are shaped by a mix of brand recognition, functionality, design, and affordability. However, our analysis also uncovered some critical barriers for Samsung:

• Awareness of the Galaxy Book among students was low.

• Samsung’s reputation as a premium brand wasn't necessarily landing with youth audiences.

• The seamless integration of Samsung devices wasn’t well understood, leading youth consumers to default to ecosystems like Apple’s.

In contrast, we found they valued technology that supported their academic and creative pursuits, fit into their social lives, and delivered practical benefits at a reasonable price.

To bring the range to life, we crafted a suite of dynamic imagery and video content which served as the cornerstone of the campaign, creating a cohesive narrative across Samsung and UNiDAYS platforms.

The campaign’s creative direction centred on genuine students using Samsung products to fuel their passions in art, music, and social media, visually embedding the Galaxy Book laptops within student culture. To emphasise the Galaxy Book’s adaptability, the campaign focused on five primary use cases: entertainment, creativity, studying, on-the-go productivity, and gaming. This approach demonstrated how the laptop could meet the diverse needs of students, ensuring its appeal across a broad range of activities.

A key feature of the campaign was the integration of Samsung’s ecosystem, demonstrating the seamless connectivity between Galaxy Books, phones, and Buds. This highlighted the brand’s unique value proposition, showcasing how the range works harmoniously to simplify and enhance users’ experiences. Whilst the visual identity of the campaign adopted a bold and playful design language, using vibrant colours, dynamic styling, and relatable settings.

To maximise reach, the campaign assets were deployed across multiple channels, including social media, email campaigns, Samsung’s website, and the UNiDAYS app. This multichannel approach ensured widespread visibility and reinforced the campaign’s impact.

Our campaign elevated Samsung’s presence in the student market, delivering impressive results that set the foundation for long-term loyalty. The increased association of the Galaxy range with creativity, functionality, and lifestyle compatibility, helped Samsung carve out a unique position in a crowded market. This was reflected in a measurable uplift of Samsung's awareness within youth demographics, with the brand increasingly cited as a consideration in student product purchasing surveys.

By addressing key barriers and connecting with students on their terms, we helped shift Samsung’s perception into an approachable, student-friendly tech partner — a move that positions the Galaxy range for continued growth with youth audiences.

Watch the full creative below.