In a highly competitive smartphone market, the goal was to capture the attention of Generation Z (aged 18-25) for the Samsung Galaxy A54 model. The strategy focused on the target audience’s biggest passion, “gaming,” by designing an immersive experience integrated directly into Counter-Strike, one of the world’s most played games.
A playable Counter-Strike map was created in the exact shape and silhouette of the Galaxy A54 phone. The map, equipped with digital billboards explaining the phone’s features (battery life, Dolby Atmos), was uploaded to Steam and launched with a major tournament in collaboration with famous streamer Unlost. With over 1,500 participants in the tournament, the project achieved more than 600,000 interactions, and the final match was watched live by 76,000 people.
