Samsung S24: The Circle to Search Line

Circular Thinking: Groundbreaking technology required an (under)groundbreaking idea.

The Samsung Galaxy S24 Series was the first smartphone to launch with integrated AI technology at the beginning of 2024. ‘Circle to Search with Google’ enabled consumers to search anything on their smartphone simply by drawing a circle around any image or word. In a groundbreaking collaboration and double media first between Starcom, TfL and Global Outdoor, we got people thinking ‘circular’ with an integrated comms plan. Samsung Galaxy S24 Series took over the entire Circle Line (media first), renaming it the ‘Circle to Search Line’, dominated key Circle Line stations and for the first time in its 90-year history, reimagined the iconic tube map. A task far more complex than you could imagine! This technological first and a double media first that delivered a record-breaking launch for Samsung’s Galaxy S24 Series.