Campaign details

Brand: Samsung Galaxy
Lead Agency: Starcom Philippines, AdColony
Region: APAC

Objective

As the Philippines' undisputed market leader in the fast-paced and competitive smartphone market, Samsung knows better than to take its position for granted.

Total sales for Samsung in the smartphone category has started to plateau as the purchase cycle has now lengthened. Frequent new product launches have made consumers feel the lack of real innovation and urgency to purchase, and driven by more durable smartphones.

Innovation is the name of the game, and Samsung has always understood the value of constantly connecting and engaging with its customers.

Samsung wanted to reignite excitement in the category to compel their consumers to purchase by amplifying their product superiority via innovative executions.

To celebrate the first decade of its blockbuster Galaxy S smartphones and the launch of the new Samsung Galaxy S10, Samsung Philippines wanted to go beyond generating buzz in traditional media and digital channels by amplifying the next-generation experience the Galaxy S10 offers on the interactive mobile screen.