The Communication Goal
Samsung faces dual challenge:
- SOV on TV was losing its credibility due to disproportionate media investments by host of Chinese brands in the handset category.
- Declining 'Premium Imagery' score vs iPhone in the top end handset segment.
The media objective clearly, was twofold:
The Situation Analysis
On TV, competitive brands were fueling their visibility by promoting their 'Camera Quality'. Samsung needed a disruptive strategy to break this clutter by adopting an innovative yet extremely effective strategy.
We diligently studied our audience and drilled out actionable insights. Focused groups, research tools and audience archetypes revealed - 'new technology...