Samsung: Let your night side rule

Electronics manufacturer Samsung ran Nightography, an experience-led on and offline campaign for the Galaxy S22 model, to win market share leadership in the premium smartphone segment in Vietnam.

Campaign details

Brand: Samsung Mobile ExperienceAgency: Cheil VietnamRegion: APAC

Campaign video



How Samsung Mobile seizes the night - to seize market share.


The smartphone (SMP) category evolves rapidly and is fragmented with increasingly diversified brands & models across spectrums. Consumers today, especially the digital - born young generation - Gen Z, are spoilt with choices.

They are rarely convinced by product specs alone. They evaluate smartphone brands based on the improved consumer lifestyle experiences, distinctive value, product relevance & aspirations offered to them.

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