The Samsung S22 launch faced challenges as consumers prioritized experiences over smartphone upgrades. The campaign aimed to connect with the 18-34-year-old audience and drive sales during the launch period. The nightography camera on the S22 was seen as the feature that could create that sense of FOMO by making people feel like they were failing to capture their best memories with any other phone. To achieve this, a partnership was formed with Bauer and KISS FM, a radio brand at the heart of the nightlife culture. The partnership included a range of promotional activities across all KISS FM channels, such as ad-free music for 22 songs every Friday, taking over Kiss Nights for six weeks, and creating content with Bauer's hottest talent to showcase the nightography features of the S22. The campaign was a huge success and exceeded engagement and sales expectations.