Samsung Malaysia Electronics (SME): Windchimes in a bakery

This case study describes how Samsung positioned its flagship Galaxy S4 smartphone as a lifelong companion, and connected more emotionally with consumers in the Malaysian youth market by creating a community of believers and advocates.

Samsung Malaysia Electronics (SME): Windchimes in a bakery

Company: Leo Burnett/Arc Worldwide MalaysiaCountry: MalaysiaCategory: Innovative Idea or Concept

Campaign Strategy (25%)

Situation Analysis

The GALAXY S4 is Samsung's flagship smartphone packed with features that enhance everyday life. However, even when coming from a brand well-known for their technological innovation, not many people saw the benefits of the GALAXY S4's features nor were they fully aware of how it could complement their lives, which could tip the balance for their decision to purchase and own.

Objectives

  • Position the GALAXY S4, Samsung's flagship smartphone as a Lifelong...

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