Fashion Fringe

Combining both the re-launch of Samsung's multi-award-winning Galaxy SII with the launch of the 'white' version, Samsung asked us to find a high profile property to secure premium media coverage, and target a female customer base. As a flagship device we wanted to position the device as top-end; something to aspire to and something that evokes the fashionability of owning the handset.

B&D negotiated a fast-track sponsorship of the prestigious Fashion Fringe property, a well-established industry competition that consistent finds the hottest new fashion talent in the country. Samsung owned the backstage space and the after-party where we offered a GSII-powered Bloggers Bar for all media and guests, cementing the device's functionality in a high-end style and design setting.