Samsung: Beautifully smart

Samsung, an electronics brand, launched a campaign in Singapore to drive awareness of Samsung Family Hub 5.0 and increase sales during the COVID-19 pandemic.

Campaign details

Brand: Samsung Family HubLead Agency: ToasterRegion: APAC

Strategy

Objective

At first glance, the campaign objective sounds similar to any other new product launch.

Primary objective : To drive awareness for Samsung Family Hub 5.0 and achieve the set sales targets for the year.

But as you can see, this was an ordinary objective in an extraordinary time.

Extraordinary because :

  • Physical walk-ins were at zero. All of Samsung's flagship stores were either closed or experiencing zero customer walk-ins. The flagship stores usually contributed to over 75% of sales for a high ticket item...

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