Samsung: The smart phone line

This case study describes how Samsung NZ built up demand for its Galaxy S4 smart phone in New Zealand by generating hype before the launch using an online queue as opposed to the physical queue typically seen for Apple's new products.

Samsung: The smart phone line

Colenso BBDO

What were the objectives for the creative work?

Since the inaugural iPhone release in 2007, Apple has enjoyed dominance of the NZ premium smartphone market, with the build up and hype that accompanies each new release having become something of a global modern day ritual: from the initial rumours and 'leaked' images to the press; to the mob of frenzied fans camping out in front of Apple stores vying to snap up the first shipment.

The iPhone was New Zealand's premium smart phone. Everybody seemed to have one.

And it's not just the...

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