Amp your awesome

Galaxy A Series, the series that gets sold the most, as Samsung puts it. The series with flagship features but affordable pricing, as Samsung puts it. The series that brings your awesome to the surface, as we put it. With varied pricing, the category also embodies different features that appeal to a wide range of audience with different passion points.

When Samsung was launching Galaxy A14 5G | A23 5G, the launch was supposed to stand out for power of 5G, in addition to the amazing features like OIS, cool design, One UI, 2-day battery life, and more.

Target market(s): Tier 2

Age bracket: GenZ, young millennials

Creative interpretation: We designed a 360 degree campaign where everything looked un-Samsung and that was the beauty of it. Because it worked for the market and, for the product.

It looked aspirational but not flagship premium. It looked young but not reckless.
It looked cool and not cliché.

Assets rolled out: Key visuals | Social media engagement pieces | Influencer marketing | Radio | Contests | Retail exclusive ideas