Samsung Electronics: Real-time audience experience app

This case study describes how Samsung built an aspirational brand image for its new Galaxy S5 smartphone in Turkey via a TV show-linked crime-investigation app.

Samsung Electronics: Real-time audience experience app

Campaign details

Advertiser: Samsung ElectronicsAgency: Starcom Mediavest GroupCategory: Cross Screen Advertising Region: EMEA

Strategy

Samsung's objective was to build 'the aspirational brand' image by communicating the unique and differentiating features of Samsung Galaxy S5 by focus on improving unique, high quality, easy to use and good display attributes. Samsung needed to improve local communication on its Smart Functions & User Experience perception to overcome the barriers for preference.

In May, Samsung launched its latest smart phone, Galaxy S5 promoting its unique & differentiating features such as like...

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