Samsung: Galaxy A – the ungaming gaming campaign

Samsung, a smartphone manufacturer, partnered with 24 universities across Vietnam for the second year of its Awesome Academy Program to create meaningful value for Gen Z by supporting their passions, empowering them to make a difference, and helping them connect with others.

Campaign details

Brand: SamsungAgency: Leo BurnettRegion: APAC

Strategy

Objective

Situated in the most crowded smartphone segment in the country, Samsung Galaxy A has always thrived to maintain relevance against the continuous onslaught of C-brand & older Apple models. Almost all mainstream brands are targeting GenZ, who always looking for new and innovative products.

Samsung Galaxy A needs to double down on Gen Z to stay ahead of the competition. By creating meaningful value for Gen Z by supporting their passions, empowering them to make a difference, and helping them connect with others; Samsung provides Gen...

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