In a market where 5G was becoming the buzzword for competitors and service providers alike, Samsung needed to stand out and avoid being just another 5G campaign. Through the "We Make 5G Matter" campaign, we shifted the conversation: instead of focusing solely on the network, we highlighted the Samsung Galaxy S20 as the device that makes 5G truly meaningful. By positioning the S20 as “The phone 5G was made for,” the campaign emphasized that 5G matters only when paired with a device capable of unlocking its full potential.
Key Expertise
Strategic Ideation | Feature-Driven Storytelling | Creative Development | Brand Positioning
Challenges Faced
One of the biggest challenges I faced was emphasizing the relevance of 5G to the audience’s pain points at a time when the technology wasn’t yet widely adopted or understood. It required a deep understanding of the Galaxy S20’s features to demonstrate how the phone could make 5G truly impactful, while balancing the need to educate and excite audiences without overcomplicating the message. Additionally, crafting an innovative campaign that stood out in a saturated 5G market demanded a strategic approach to storytelling and visual execution.
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