Samsung: More than Selfie

Wilda Martin, Christian Widi Nugraha

Samsung, the mobile and smartphone manufacturer, grew sales and improved public opinion by running an advertising campaign in Indonesia focusing on the emergence of high-definition video in its products.

Campaign details

Brand: Samsung Mid-Segment RangeBrand owner: SamsungLead agency: Leo Burnett IndonesiaCountry: IndonesiaIndustries: Mobile devicesMedia channels: Online video, Social media, TelevisionBudget: 1 - 3 million

Executive summary

Within the $150-$300 mid-segment, competition has been more intense as OPPO successfully stole some of the market share from Samsung, who is number one on the mid-segment market. OPPO's market share doubled, hitting 26% with a PTO (proud-to-own) of 50 points, which was higher than Nokia in H2 2016. The OPPO strategy to hypnotise the market with its so-called 'selfie expert'...

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