Samsung Galaxy: Unleash your fandom

Electronics manufacturer Samsung created an interactive campaign for its S21 FE mobile phone to drive sales and build loyalty among Gen Z consumers in Vietnam.

Campaign details

Brand: Samsung GalaxyAgency: Publicis GroupeRegion: APAC

Strategy

Objective

FE was traditionally viewed as tactical launches used to support and enhance Samsung's position in the Flagship segment. However, the FE entry premiumS20 FE experienced significant growth over 2020 - 2021 period and contributed more & more to Flagship portfolio (13% in Jul'21) since its launch in Oct'20 and is projected to become future FS volume drivers.

FE series has long been delivering flagship performance in an attractive package price & design-wise, young Vietnamese GenZ who "want it all" in a phone have finally found...

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