Samsung: Selling more digital appliances without talking directly to those who buy them
Alok Bhute
Campaign details
Brand owner: SamsungLeading agency: Leo Burnett VietnamCountry: VietnamIndustry: Appliances & DurablesMedia channels: Events and experiential; Online video; Point-of-purchase, in-store; Public relations; Social media; Television
Market background and cultural context
In 2014 the Digital appliances (DA) category – comprising refrigerators, washing machines and air conditioners, grew 18%* by value and 16%* by volume over 2013. This growth has fuelled the rise in the number of players and variety of products offered in the market. There are eleven...