Samsung Galaxy A9 Pro: Bold Shorties

Ruchi Kohli, Ayan Banik, Tripti Surana, Aneesh Jaisinghani

To promote its Galaxy A9 Pro smartphone in India, Samsung used a unique campaign to break out of the battery war and stand apart from the competition.

Campaign details

Brand: Samsung Galaxy A9 ProBrand owner: Samsung IndiaLead agency: Cheil India Private LimitedCountry: IndiaIndustries: Mobile devicesMedia channels: Events & experiential, Online video, Public relations, Social media, Word of mouth, advocacyBudget: 500k - 1 million

Executive summary

In 2016, most mobile phone brands were fighting it out on battery life. With its Galaxy A9 Pro, Samsung wanted to break out of the battery war and stand apart from competition.

Made with glass and metal, the Galaxy A series devices stood out as premium. The Galaxy A9...

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