Samsung: Connecting with Gen Z through ‘Epic Dreams of 21’

Mobile phone manufacturer Samsung's Epic Dreams of 21 was an Instagram campaign to drive consideration, purchase intent and brand metrics for its Galaxy S21 smartphone in India in 2021.

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...

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