Samsung Galaxy S5: Galaxy 11 World Tour

This case study explains how Samsung, an electronics company, successfully launched a new smartphone model in Malaysia by 'gamifying' their campaign.

Samsung Galaxy S5: Galaxy 11 World Tour

Agency: Cheil MalaysiaClient: Samsung Malaysia Electronics

Summary statement

While it's true that not everyone in the world has a smartphone, we are reaching an interesting a point where everyone who wants a smartphone probably has one. Therefore, the market is in the "upgraders," rather than the so-called "intenders."

There's an added challenge – the so-called "good enough" sentiment; flagship devices, and even some up and coming second tier units, have reached a level of quality where they are lasting longer than ever before, and consumers are beginning to believe that...

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