How NoTwo HK and Samsung Mobile HK win with 'advertainment'

In an oversaturated media landscape, the challenge for any major brand is not just to be seen, but to be willingly watched. This is the story of how Samsung Mobile Hong Kong and creative agency NoTwo HK joined forces, utilising a shared philosophy of "advertainment" to create campaigns that audiences not only tolerate but actively enjoy. 

Their collaborative principle is simple yet powerful: increase the "cost of avoiding" an advertisement by making it genuinely entertaining. By blending compelling content with brand messaging, the partnership has consistently delivered campaigns that capture the hearts and minds of Hong Kong consumers. This strategic alliance serves as a masterclass in navigating the modern attention economy. 

Here’s a look at how this successful partnership brought the "advertainment" philosophy to life across several memorable campaigns. 

Storytelling that connects generations 

Inspired by the local film "The last dance," Samsung Mobile HK and NoTwo HK crafted a powerful narrative demonstrating how Galaxy AI helps bridge generational gaps. The campaign's heartwarming story was a testament to their combined ability to find a human truth within a product's features. This emotional connection turned a tech-focused campaign into a touching and highly relatable piece of content. 

A celebration of local identity 

To launch Samsung's Cantonese-language Galaxy AI, the duo created the "Cantonese culture festival". The joint effort positioned Dennis Kwok (193) as the Cantonese AI ambassador, transforming a tech launch into a cultural event. Through close collaboration, Samsung Mobile HK and NoTwo HK developed engaging social content, partnered with local illustrators, and launched a street pop-up, ensuring the campaign resonated deeply with local pride. 

Empowering consumers as co-creators 

For the "Galaxy AI one-day editor" campaign, the partners decided to put the creative power in the hands of the audience. Together, they devised a user-generated content competition that encouraged the public to explore the Galaxy S25's AI features. This shared strategy resulted in a wealth of authentic content and built a vibrant community around the product, proving the power of a participatory approach. 

Crafting authentic, long-form content 

In a bold move for the Galaxy Z Fold7, the team co-produced a 20-minute YouTube video featuring Hins Cheung and celebrity couple Tyson Yoshi and Christy. The piece felt less like an ad and more like a lifestyle vlog, with the product integrated organically into the conversation. This collaborative decision to embrace long-form entertainment showcased a deep understanding of modern media consumption. 

Through this series of strategic and creative collaborations, the partnership between Samsung Mobile Hong Kong and NoTwo HK has repeatedly proven the value of "advertainment." Their joint success story illustrates that when a brand and an agency are truly aligned, the result isn't just advertising—it's entertainment that leaves a lasting impression. 

This article is sponsored by NoTwo HK.