Campaign details
Brand: Samsung Vietnam / Galaxy S8Lead agency: Leo Burnett Vietnam / Starcom&Performics VietnamRegion: APAC
Objectives
With the launch of Galaxy S6 in 2015, Samsung began an intense battle against iPhone, confronting its stronghold in the premium segment in Vietnam. The success of Galaxy S7 in 2016 helped the brand to gain record high share. However, after the Note7 incident, Samsung's position was challenged.
The launch of Galaxy S8 was then very crucial to create excitement in the market and regain the brand's advantage over iPhone.
Breaking through the confines of the smartphone screen,...