Campaign details
Brand: SamsungBrand owner: SamsungEntrant company: Cheil Worldwide, SydneyPR: Edelman, Sydney / We Are Social, SydneyMarket: AustraliaSector: Mobile devicesMedia channels: Events & experiential, Outdoor, out-of-home, Public relations, Social media, Television, Word of mouth, influencersBudget: Up to 500k
Executive summary
Challenge
Promote the new Galaxy S10 smartphone to Australians and drive active consideration amongst those who wouldn't normally consider Samsung, showcasing its features like "Super Low-Light.
Problem
Firstly, it's difficult to grab attention of Apple users to even consider Samsung, let alone get them to...