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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

  • The campaign overachieved on all media, driving significant added value

  • Contextual creative drove strongest engagement

  • Learning to assess and refine mid-campaign across media and creative where possible

  • Social

  • Display

  • OOH

  • TV

  • OOH

Creative

CREATIVE

Galaxy S8
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