Campaign details
Brand: Samsung VietnamLead agency: Leo Burnett VietnamRegion: APAC
Objectives
Samsung's share in mid-tier phone segment is significantly threatened by Oppo's aggressive attacks in the market through very attractive promotion and massive media communications budget to increase its strong presence in the market.
In early 2016 when Samsung wanted to launch the new Galaxy A-Series, we needed to tackle the negative perceptions around old Galaxy A. To continue winning new consumers over the competition, upgrade the old ones and gain undisputed leadership in the segment, the new communication does not only need to clear...