Samsung Galaxy: Awesome where you’d least expect it

Samsung, a technology brand, partnered with Wieden+Kennedy to globally relaunch its Galaxy A series over a three-year journey, build relevance, shift handsets for Galaxy A beyond product launch, and create buzz.


The idea that people can be reduced to their "generation" is one of the biggest lies in modern marketing.

This paper is about what becomes possible when we abandon the lazy stereotypes it often produces.

Pressured by aggressive new entrants, Samsung Mobile Experiences (MX) was losing relevance with the future of the category: the rising global youth of emerging economies. To recapture their consideration, it partnered with Wieden+Kennedy Amsterdam to relaunch its Galaxy A series: possibly the most popular smartphone you've never heard of.

If we're in the business of creating competitive advantage, then drinking from the same well...

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