Samsung: Electric Playground

Samsung, an electronics brand, launched a campaign in Australia to promote the Galaxy S10 smartphone and increase consideration among those who would not normally purchase Samsung products.

Campaign details

Brand: SamsungBrand owner: SamsungEntrant company: Cheil Worldwide, SydneyPR: Edelman, Sydney / We Are Social, SydneyMarket: AustraliaSector: Mobile devicesMedia channels: Events & experiential, Outdoor, out-of-home, Public relations, Social media, Television, Word of mouth, influencersBudget: Up to 500k

Executive summary

Challenge

Promote the new Galaxy S10 smartphone to Australians and drive active consideration amongst those who wouldn't normally consider Samsung, showcasing its features like "Super Low-Light.

Problem

Firstly, it's difficult to grab attention of Apple users to even consider Samsung, let alone get them to...

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