Campaign details
Brand: Samsung GalaxyBrand owner: SamsungEntrant company: BBH, New YorkIdea creation: BBH New YorkMarket: USASector: Mobile devicesMedia channels: Competitions & contests, Content marketing, Email marketing, Mobile & apps, Online display, Outdoor, Out-of-home, Product placement, Public relations, Social media, Television & Connected TV, Word of mouth, InfluencersBudget: 3 - 5 million
Executive summary
Samsung was struggling to break through to 18-29-year-olds as Apple’s Shot on iPhone campaign cornered the market on mobile photography. On paper, we had an innovative product featuring the best smartphone camera on the...