Campaign details
Brand: Samsung VietnamLead agency: Leo Burnett VietnamRegion: APAC
Objective
Samsung's breakthrough innovation is the catalyst for people to improve their lives and do amazing things. On the contrary, Samsung's marketing approach has traditionally focused on launching products and features. People are clear on what the brand does, but not why the brand does it. This has created lack of clarity and humanity, as the brand could only manage to get to the eyes of Vietnamese consumers but was struggling to become closer & personal to their hearts.
Samsung Vietnam opted for a local...