The Samsung 21 Moments partnership was a campaign that demonstrated functional creativity in its truest forms. The Samsung Galaxy S21 5G Series was one of the most eagerly anticipated mobile phone launches in the 2021 calendar and Bauer Media were chosen as Samsung’s sole audio partner to deliver on ambitious objectives. The fundamental task was to generate 60% recall of the product name which was the “Samsung Galaxy S21 5G Series”. This resulted in a unique creative partnership and campaign, all built on the foundations of the number 21. Every campaign activity, piece of content and competition connected to the number 21, landing the key message with audiences and driving recall of the product name.