Campaign details
Brand: SamsungAgency: Publicis Groupe - Starcom MENARegion: EMEA
Strategy
Objective
Amidst a declining smartphone market in Egypt, how could Samsung launch its new flagship S21, generating sales from Egyptian young adults?
Because of the impact of COVID-19, with people curbing their spending, smartphone sales in Egypt had declined by 20%. Among smartphones, Samsung sales declined by 22.7% but the brand managed to retain its market leader position in Egypt with a 19.4% market share.
The S21 flagship premium model needed to be one of Samsung's biggest sales value contributors and could not fail...