Overcoming the Fruit People

Apple entered the Australian government sector early, gaining a significant advantage across mobile devices and wearables. Our partnership with Samsung Australia is focused on shifting that perception – clearly articulating why Samsung’s integrated ecosystem of technologies is the smarter, more flexible choice for Australian government use. Samsung’s global asset library is largely geared toward younger and consumer audiences, with little relevance to the specialised needs of government. To bridge this gap, we developed an entirely new suite of original Australian creative tailored to key sectors including Defence, Public Safety, Education, Healthcare and broader government departments. Working within a limited budget, we delivered a cohesive, purpose-built brand system designed for high-level audiences. The work has targeted to Ministers, Colonels, Chief Health Officers, and CTOs across government agencies. Where content was not possible to shoot, we have used AI-generated assets, motion graphics, 3D rendering and high-end retouching to produce compelling, application-specific creative.

Well that’s classified of course. What we can say, after 4 years of the partnership, is there’s plenty of zeros attached to the total sales of Samsung to government. Samsung sales to Australian goverment contracts have increase 4X during our partnership.