Samsung: Samsung #SpeedUpYourAwesome dance challenge

Dominic Taruc

Samsung, the electronics brand, used an AR filter for its new phone launch campaign to help a Gen Z audience connect with the outside world during COVID-19 in the Philippines.

Campaign details

Brand: Samsung Brand owner: Samsung Entrant company: Cheil WorldwideIdea creation: Cheil Taguig Market: Philippines Sector: Mobile devices Media channels: Social media Budget: Up to 500k

Executive summary

Due to the global pandemic, Gen Z had to change the way they connect with each other and engage with the world. Their social behaviour allowed them to forge stronger bonds through music, gaming, and Tiktok trends.

To launch the Samsung A52s 5G, the brand found a way to help them flex their skills through...

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