2023
Client
Samsung
Year
2023
Industry
Technology
Duration
January – December 2023
Description
Samsung was looking to promote the new Galaxy S23 series, manufactured with recycled components, and wanted to do so in a way that would resonate with a young audience. Instead of a traditional advertising campaign, we created "Planet Diamond 23": a complete world inside Minecraft where players could explore, compete, and discover the new Samsung devices recreated in 3D within the game. The experience centered around sustainability. Players had to clean up the planet by collecting trash and recycling materials to unlock rewards, including a functional Galaxy S23 Ultra inside the server. Samsung gave away five real devices to the players who found the hidden diamonds on the map. The campaign was announced by Samsung Newsroom Spain and covered by media outlets such as Marketing Directo, Periodico Publicidad, and Zona Movilidad.
Challenges
The main challenge was to integrate the Samsung product organically within Minecraft without it feeling like forced advertising. The devices had to be useful inside the game, not just decorative. We recreated each 3D model with real functionalities within the server: the Galaxy S23 Ultra served as a tool to locate materials and hidden objects. In addition, the campaign had to convey Samsung's message of sustainability in a way that was consistent with the game mechanics. We designed a system where every player action—picking up trash, recycling, building—reinforced the message without lecturing them.
Conclusion
The campaign ran from February 2 to 4, 2023, with results that exceeded expectations. More than 7,500 players entered the server during the event. According to a post-campaign study, Planeta Diamante achieved 23% higher brand recall in the target audience compared to radio, with a 68% lower investment. The experience remained active after the event as part of a long-term awareness strategy by Samsung.