Campaign details

Brand: Samsung Vietnam
Lead Agency: Moblaze, Starcom, InMobi
Region: Vietnam

Strategy

Objective

Soon after Vietnam’s historic performance in the U-23 Asian Football Cup, Vietnamese fans had the FIFA World Cup to look forward to. Samsung saw this as a good opportunity to reinforce TOM brand awareness and drive sales.

The campaign's main objectives were to drive high top-of-mind brand recall and intent among the target audience.

Target Audience

Men and women aged 25-45 living in urban areas of Vietnam, with a key focus on Ho Chi Minh City, Hanoi, Danang, Can Tho and Hai Phong. We targeted decision makers (primary) and those involved in purchase decision (secondary).

Creative Strategy

Samsung knew the best way for their users to enjoy the FIFA games was with friends and at home. So Samsung decided to promote their key home-entertainment products to help the Vietnamese enjoy every match at home, in the company of friends.

Context