Fb-logo-2000x2000
Twitter-logo-2000x2000
Linkedin-logo-2000x2000
X

You can view videos online by purchasing a subscription. Videos are not available for download. Some cases only have a video. If there is no written PDF, only the video is available for the case. Subscribe here

X

  • Slide 0
  • Slide 1
  • Thumb 0
  • Thumb 1

Samsung Mobile USA
The Next Big Thing is Already Here

RAN IN: United States

CLIENT
Samsung Telecommunications America

Todd Pendleton - CMO
Joanne Lovato - Director, Mktg.
Brian Wallace - VP, Strategic Mktg.

AGENCY
72andSunny *Lead Agency

Matt Jarvis - Chief Strategy Officer
John Boiler - Executive Creative Director
Sam Baerwald - Director, Film Production
Mike Bryce - Creative Director, Designer
Jason Norcross - Creative Director
James Townsend - Group Brand Director
Tim Wolfe - Creative Director, Writer


Starcom MediaVest Group *Lead Agency


SUMMARY

In 2011, Samsung had a great product but a brand problem. No one saw the Samsung Galaxy II as an industry-leading innovator. We set out to build innovation equity for Samsung and establish it as the alpha Android brand. To do this, we challenged the category leader turning the Smartphone debate into a two-horse race. As a result, we dominated online conversation, becoming the #1 Android OEM, increased innovation and purchase intent perceptions and increased Facebook fans by 433%.

CASE STUDY

New-pdf-icon

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Social Networking Sites/Applications

Audience: Men, Women, Brand Influencers

Objectives: Build, defend brand position

Type: Business to Consumer

Classification: National

Language: English