Campaign details
Agency: Starcom PhilippinesRegion: APAC
Strategy
Objective
Market Challenge: The Philippines was not only a predominantly bar phone market but was also experiencing the world's longest-running COVID lockdown when Samsung's first three foldable models were launched. For the launch of the new Samsung Galaxy Z Flip 4, we had a stronger opportunity to make our foldable phones mainstream as countrywide social restrictions were lifted.
Brand Challenge:The launch of the Samsung Galaxy Z Flip 4 was critical to the mobile business of Samsung Philippines. Since 2019, Samsung's equity scores on awareness and preference were experiencing...