Samsung Galaxy A: Leading technology and innovation

Mobile phone brand Samsung used a personalised digital campaign to defend its position and drive purchase of its new Galaxy A 2017 smartphone in Indonesia.

Campaign details

Brand: Samsung Galaxy ABrand owner: Samsung Electronics IndonesiaLead agency: Starcom Mediavest IndonesiaContributing agencies: Sizmek, PrecisionCountry: IndonesiaIndustries: Mobile devicesMedia channels: Online video, Programmatic display, Social mediaBudget: 3 - 5 million

Executive summary

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...

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