​​​​​​​We were launching the Samsung Galaxy Note10 at the same time as our biggest competitor. And no tech product launch gets more reviews on YouTube than the iPhone, so despite being a superior product, the Note10 was being overshadowed.

Consumers in-market for a new phone consistently rely on YouTube Reviews when it comes to choosing a new device, so we needed to take advantage of that moment to hijack their attention and demonstrate the superiority of the Galaxy Note 10.

Introducing the Samsung Pre-Reviews: contextual YouTube pre-rolls that used smart media placement playing just before people were about to watch a review of the new iPhone: at the exact moment when they’re thinking of buying a new phone. 

The objective was to highlight its superiority against other phones and bring relevant use cases to the in-market target audience.

Each Pre-Review looked, sounded and felt just like a normal product review. Except each one highlighted a feature that the new iPhone didn’t have…

Roles: concept, copywriting, creative tech.