Campaign details

Brand: Samsung Galaxy
Brand owner: Samsung Electronics, Philippines
Agencies: Starcom Philippines, AdColony
Country: Philippines
Industries: Mobile devices
Media channels: Integrated, Mobile & apps, Online video, Outdoor, out-of-home, Print general, unspecified, Social media, Television
Budget: Up to 500k

Executive summary

As the Philippines' market leader in the fast-paced and competitive smartphone market, Samsung knows better than to take its position for granted.

Total sales for Samsung in the smartphone category started to plateau as the purchase cycle lengthened. Frequent new product launches have made consumers feel the lack of real innovation and urgency to purchase, driven by more durable smartphones.

To celebrate the launch of the new Samsung Galaxy S10, Samsung Philippines wanted to go beyond generating buzz in traditional media and digital channels by amplifying the next-generation experience the Galaxy S10 offers on the interactive mobile screen.