Samsung: #danceAwesome

Samsung, a home electronics brand, launched a global campaign to drive awareness of the Samsung Galaxy A mobile, increase favourability by 25% and increase purchase intent by 10%.

Campaign details

Brand: SamsungLead Agency: StarcomRegion: APAC

Strategy

Objective

The smartphone category had peaked. Sales were stagnant and there was a growing belief that new generation, high-end smartphone capabilities just didn't justify the cost. Samsung wanted to compete in seven global markets (India, Thailand, Vietnam, Malaysia, France, Germany, UK) among a new audience prioritizing cost - Gen Z - but competitors like Huawei & Oppo already had more appeal to this audience with affordable devices, rendering Samsung's mid-tier Galaxy A Series phone vulnerable.

The strategic objective was to increase favorability by +25% and purchase intent...

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