Campaign details
Brand: SamsungLead Agency: StarcomRegion: APAC
Strategy
Objective
The smartphone category had peaked. Sales were stagnant and there was a growing belief that new generation, high-end smartphone capabilities just didn't justify the cost. Samsung wanted to compete in seven global markets (India, Thailand, Vietnam, Malaysia, France, Germany, UK) among a new audience prioritizing cost - Gen Z - but competitors like Huawei & Oppo already had more appeal to this audience with affordable devices, rendering Samsung's mid-tier Galaxy A Series phone vulnerable.
The strategic objective was to increase favorability by +25% and purchase intent...