Campaign details
Brand: Samsung GalaxyBrand owner: SamsungEntrant company: Leo Burnett Malaysia, Kuala LumpurMedia: Starcom, Kuala LumpurMarket: MalaysiaSector: Mobile devicesMedia channels: Online display, Online video, Search marketing, Social mediaBudget: Up to 500k
Executive summary
Samsung needed to take the fight to Apple in the most crucial launch season of the year.
Usually it's a period that Apple dominates in terms of hype and buzz as pre-launch speculation for the latest iPhone drives conversation.
But this time we fought back hard and were able to use Apple's...