Samsung Vietnam: Galaxy A - Say A

This case study details how Samsung, a technology brand, launched its new Galaxy A-Series smartphone in Vietnam, despite widespread negative perceptions of the previous Galaxy A model.

Campaign details

Brand: Samsung VietnamLead agency: Leo Burnett VietnamRegion: APAC

Objectives

Samsung's share in mid-tier phone segment is significantly threatened by Oppo's aggressive attacks in the market through very attractive promotion and massive media communications budget to increase its strong presence in the market.

In early 2016 when Samsung wanted to launch the new Galaxy A-Series, we needed to tackle the negative perceptions around old Galaxy A. To continue winning new consumers over the competition, upgrade the old ones and gain undisputed leadership in the segment, the new communication does not only need to clear...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands