Samsung Galaxy: Cantopopera – Samsung thinks more different

With a single-minded objective and just one piece of branded content, smartphone brand Samsung got Apple loyalists in Hong Kong to consider switching from the brand they swear by.

Campaign details

Brand: Samsung GalaxyBrand owner: SamsungAgency: DDB Group Hong KongMarket: Hong KongSector: Mobile devicesMedia channels: Livestreaming, Online video, Social mediaBudget: Up to 500k

Executive summary

One brand's complacency is another's opportunity....

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