Again, but this time
Product Marketing Strategy
We’ve been working with Samsung across integrated comms in Europe, APAC and the US since 2014.
With the easing of lockdown restrictions on the horizon, Samsung UK tasked us with raising awareness of its flagship phone – the Galaxy S21.
Our insight told us that as the nation emerges from lockdown, people don’t want to go out and try new things. Instead, they want to rediscover the familiar things they have missed.
So, we set out to create a campaign that gave the Galaxy S21 a clear and compelling role that aligned with the current mood of our audience.
Brand Advertising Strategy
‘Again, but this time’ celebrates magical moments of rediscovery through six executions. Striking imagery captured through the lens of a Galaxy S21, shares the excitement of life getting back to normal – whether it be exercise classes in a gym or the anticipation of dating IRL again. The campaign acted as the perfect opportunity to showcase the benefits and features of the Galaxy S21.
The campaign was a high reach, high impact nationwide OOH and DOOH, involving large format takeovers.
It was also launched across social and Samsung UK owned channels such as eCRM and a customer engagement app.
Client
Specialisms involved
We’ve been working with Samsung across integrated comms in Europe, APAC and the US since 2014.
With the easing of lockdown restrictions on the horizon, Samsung UK tasked us with raising awareness of its flagship phone – the Galaxy S21.
Our insight told us that as the nation emerges from lockdown, people don’t want to go out and try new things. Instead, they want to rediscover the familiar things they have missed.
So, we set out to create a campaign that gave the Galaxy S21 a clear and compelling role that aligned with the current mood of our audience.
Brand Advertising Strategy
‘Again, but this time’ celebrates magical moments of rediscovery through six executions. Striking imagery captured through the lens of a Galaxy S21, shares the excitement of life getting back to normal – whether it be exercise classes in a gym or the anticipation of dating IRL again. The campaign acted as the perfect opportunity to showcase the benefits and features of the Galaxy S21.
The campaign was a high reach, high impact nationwide OOH and DOOH, involving large format takeovers.
It was also launched across social and Samsung UK owned channels such as eCRM and a customer engagement app.
8%
Increase in Brand Effects uplift compared to previous year.
67% consideration for Samsung
For those exposed to the campaign vs 39% for those who weren't.
Halo Effect
Created all across Samsung smartphones.
5G
Seen as more desirable to those who were exposed to the campaign.
Highlights
