Campaign details

Brand: Samsung/Samsung Gear S3
Lead agency: SMG Indonesia, AdColony
Region: APAC

Objectives

Adoption rate for smartwatches in Indonesia is relatively low. Indonesian consumers don't find them to be relevant.

Samsung launched its latest S3 Gear smartwatch in Indonesia in earlier this year, a market where adoption rate for smartwatches is relatively low. Consumers are not yet into smartwatches and feel US$300 could be spent on other kind of gadgets, gizmos or newer models of phones.

That aside, the lure and appeal of Apple Watch has captivated audiences, commanding 63% market share worldwide, leaving Samsung with a meagre 11% to contend with.

Samsung needed to create brand affinity among users by highlighting its relevance via product engineering and price competitiveness, and to some extent, capture the user's share of brand love which was claimed by Apple.