Brand: SamsungAdvertiser: SamsungAgency: Leo BurnettCountry: Australia
Campaign objectives & challenges
A. Campaign objectives
In 2019, global smartphone titan, Samsung, was about to launch the latest version of its Galaxy A Series smartphone in Australia.
The Galaxy A sits in what is called the 'mid-tier' smartphone category – more expensive and specced-up than the entry level phones like Huawei and Oppo, without having the features of the top-tier phones, such as the Samsung Galaxy S and Apple iPhone.
The mid-tier segment holds important strategic value to Samsung as it is worth roughly...