Campaign details

Brand: Samsung
Brand owner: Samsung
Lead agency: We Are Social, Starcom
Country: United Kingdom
Industries: Mobile devices
Media channels: Social media, Virtual & augmented reality, Word of mouth, advocacy
Budget: Up to 500k

Executive summary

Our challenge was to turn Samsung into a brand that a wider audience, especially young women, would be proud to own. We needed to strengthen brand perceptions and advocacy, and we decided to do so by focusing on shared social music experiences.

To drive deeper brand engagement at scale, we brought the summer festival experience to a wider audience, passionate about the same acts but unable or unwilling to go. Our strategy became to associate Samsung with the excitement of getting up close and personal with our audience's idols, by giving the audience even greater reasons to share their experience through their social networks.