Brand: Samsung Galaxy A
Brand owner: Samsung Electronics Indonesia
Lead agency: Starcom Mediavest Indonesia
Contributing agencies: Sizmek, Precision
Industries: Mobile devices
Media channels: Online video, Programmatic display, Social media
Budget: 3 - 5 million
Samsung is the market leader in the mobile phone category in Indonesia. However, in the mid-range category (the IDR3.5-7m price range), Samsung had a threat from OPPO, considering that OPPO's market share had grown significantly during 2016, so the challenge was to defend leadership in the mid-range category by launching the new Galaxy A 2017, the coolest and most stylish smartphone driven by an innovative way of communicating to the 'newly hipster', who are young, optimistic, socially progressive, and crazy about cool and stylish things.