Samsung: Beyond project with Telkomsel Digiads

Electronics giant Samsung used big data from Telkomsel DigiAds to target Ultra Premium Users to determine market response before launching its Galaxy 10 handset in Indonesia.

Campaign details

Brand: SamsungLead agency: TelkomselCountry: Indonesia

Strategy

Objective

The mobile and gadget industry is growing very rapidly in Indonesia. Indonesia was the brightest spot in Asia Pacific's Smartphone market, with shipments reaching a record high of 38 million in 2018. The number of forecasted mobile users of around 190 million in 2019 placed Indonesia as the third largest mobile market in Asia.

Brands are competing to bring out their best products to become the champion of each existing brand. Flagship products are scattered everywhere. Therefore, as a market leader of smartphone market in Indonesia,...

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