Samsung: leveraging Vietnam’s football fever

Samsung, a conglomerate, increased top of mind brand awareness in Vietnam by launching a mobile game during the World Cup.

Campaign details

Brand: Samsung VietnamLead Agency: Moblaze, Starcom, InMobiRegion: 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....

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