Campaign details
Brand: SamsungLead Agency: Starcom TaiwanRegion: APAC
Strategy
Objective
The release of Samsung S20 in 2020 struggled from negative reviews over its camera performance and expensive pricing. Meanwhile, iPhone 12 in October 2020 has brought a huge success gaining market share as being the first iPhone supporting 5G connectivity; leading to majority of mobile sales in 2020 Q4 was on Apple's iPhone. To capture market's attentions again for Samsung Galaxy S Series, the launch of S21 at the beginning of 2021 is more crucial than ever.
Meanwhile, market has changed significantly due to the...