Snapchat launches Samsung’s Galaxy S22 Series with AR Lens via CHEP

Celebrating the launch of Samsung’s Galaxy S22 Series, Snap Australia has partnered with Samsung Electronics Australia to launch a first-of-its-kind solar eclipse in Augmented Reality (AR) via CHEP.

The AR experience will be supported by a fully-integrated campaign across Snapchat including video, AR Lens and campaign promotional assets. Snapchatters will be able to swipe up from all assets to learn more about the flagship Samsung S22 devices on Samsung Australia’s website.

The Galaxy S22 Series is available for presale now with general sale from 4 March.

Samsung has also partnered with Snapchat to provide a more integrated camera experience. The Galaxy S22 series offers a smooth zoom with tele lens and night mode straight from the Snapchat App.

The campaign looks to promote the Galaxy S22’s Nightography features in all new upgrades to Night Mode, leveraging Snap’s sky segmentation technology to create a solar eclipse experience during daylight hours. On Thursday 17 February, Snapchatters can point their camera to the sky and activate the AR’Clipse Lens. The Lens reveals a contrast and immersion between light and dark with messaging supporting the Galaxy S22’s night and day camera features.

Samsung Electronics Australia head of marketing communications – MX, Joanna Baxter, said: “The Galaxy S22 Series devices have amazing, market leading camera capabilities for photography and videography in all lighting conditions. With the Galaxy S22 Series’ revolutionary new Nightography features, we wanted to really bring this to the fore and inspire a sense of creativity and celebration with our community. In the lead up to the AR’clipse event, the reception from our community on Snapchat has been strong. We’re confident the campaign with Snapchat will drive awareness, engagement and conversion for our new product.”

Snap head of creative strategy ANZ, Haran Ramachandran, said: “The Samsung Galaxy S Series has always pushed the boundaries of camera tech, which is something we also strive to do at Snap. So it felt natural working together to create this dramatic experience around the Galaxy S22’s night photography capabilities, breaking the rules of light to immerse Snapchatters in an AR eclipse during the day.”

In January, Samsung Australia appointed Ogilvy PR as its PR agency.

Samsung Australia:
Joanna Baxter, Head Of Marketing Communications – MX, Samsung Electronics Australia
Alexis Georgiou, Brand Manager

Snap Australia:
Haran Ramachandran, Head of Creative Strategy ANZ
Stephen Anderson, Creative Strategy Lead
Chris Lewis, Creative Producer
Emily Murch, Client Partner, Tech and Telco Lead
Larissa Foy, Senior Account Manager

CHEP Network


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