Samsung: #danceAwesome

Samsung, a home electronics brand, launched a global campaign to drive awareness of the Samsung Galaxy A mobile, increase favourability by 25% and increase purchase intent by 10%.

Campaign details

Brand: Samsung Lead Agency: Starcom Region: APAC



The smartphone category had peaked. Sales were stagnant and there was a growing belief that new generation, high-end smartphone capabilities just didn't justify the cost. Samsung wanted to compete in seven global markets (India, Thailand, Vietnam, Ma