Samsung: To dance, or not to dance?

Samsung, a manufacturing company, launched a campaign in Myanmar to generate nationwide awareness for the Galaxy A series, protect the brand and generate sales.

Objectives & Challenges

As COVID-19's effects were reverberating through Myanmar's economy in 2021, so also was the political coup on February 1, 2021 that led to a bloody crackdown on the protesters who were angered at their futures and democracy being stolen out from under them after the collective toil of lockdowns and restrictions.

Nearly every major brand stopped brand communications from February 1st, and the ones who kept going on with business as usual or using too positive of a tone were met with anger, calls for boycott and, if they were associated with military, those boycotts...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands