GALAXY S8 CAMPAIGN
March - July 2017

Project Name
Galaxy S8 Local Launch Campaign
Objective
Drive brand love amongst Samsung owners and drive aspiration amongst non-Samsung owners.
Elevate brand and product stories to drive emotional attachment through each campaign phase and across OOH, Social, Display, and OOH.
Tactic
Elevate brand to drive emotional attachment - move from functional to emotional attachment to make the brand more sticky
Integrated marketing - delivering a unified message to end-users through various channels is more efficient and provides more impact than isolating messages to one channel
Rationale
Audience
Mass - Upgraders and Switchers
Results
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The campaign overachieved on all media, driving significant added value
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Contextual creative drove strongest engagement
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Learning to assess and refine mid-campaign across media and creative where possible
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Social
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Display
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OOH
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TV
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OOH
Creative
CREATIVE



















