Campaign details
Brand: Samsung Brand owner: Samsung Entrant company: CheilIdea creation: Cheil Gurugram Market: India Sector: Mobile devices Media channels: Online videoBudget: Up to 500k
Executive summary
Challenge: How to sell a premium phone costing more than Rs. 1 lac (£1,120) during the Covid pandemic, when people were delaying high-value purchases and downgrading their lifestyles.
Insight:Cameras are the most important purchase driver in premium smartphone segment, but in 2021 selling a 108 megapixel (Mp) phone (‘highest megapixel in a phone ever’) when...