Samsung Electronics MENA invites the region’s mobile users to move past their dissatisfaction with new launches in the category with its latest integrated campaign.
Mining the insight that mobile users have expressed frustration in the lack of technological advancement in new product launches, ‘You Deserve More’ positions the brand’s latest Galaxy Z Fold7 and Galaxy Z Flip7 as the ultimate solution to buying a new phone that genuinely feels like an upgrade.
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“This campaign redefines switching not as leaving something behind, but as moving forward with smarter innovations that match ambition and lifestyle,” says Omar Saheb, Regional Vice President of Marketing and Online Business at Samsung Electronics MENA.
Threaded together by the motif of humour, the campaign’s hero video follows three characters – Dana, Tarek and Nour – as they show visible frustration with the lack of support from their current phones’ virtual assistants and unnoticeable tech upgrades.
The spot then flips the script, positioning the switch to Samsung’s Galaxy Z Fold7 and Galaxy Z Flip7 as the ultimate solution to these complaints.
Launched in early September, the campaign encourages users to escape basic upgrades, and explore what ‘better’ looks like. Additionally, more than 30 influencer-led storytelling pieces further extended the campaign across social media to extend the hype of the new models’ launch to consumers across the region.
Furthermore, the brand also offers consumers Samsung’s Smart Switch, which allows for a seamless migration to a user’s new Galaxy device. This includes a seamless transfer of contacts, music, photos, calendar, text messages, and more.
“Switching is freedom: freedom to choose better, and to expect more,” says Saheb.
Finally, with the Try Galaxy App, consumers can trial Samsung Galaxy’s latest One UI and its core AI features at trygalaxy.com on any of their current smartphone devices.
Credits:
Client: Samsung Electronics MENA
- Omar Saheb, Regional Vice President of Marketing & Online Business
- Mohamad Al Azzawe, Regional Head of Brand Marketing
- Anas El Charif, Regional Head of Product Marketing, Mobile eXperience
- Yagmur Unal, Regional Assistant Marketing Manager, Mobile eXperience
- Jomana Asfour, Regional Head of Corporate Comms, PR & Future Gen Lab
- Mina Mazin, Regional Communications Manager
- Malaka Shoukair, Regional Communications Manager
- Frida Fadel, Regional Asst. Communications Manager
- Marichelle Keijzer, Regional Senior Media Manager
Agency: FP7 McCann
- Tarek Ali Ahmad, Managing Director
- Sana Omran, Head of Business Leadership
- Bachir Zouein, Group Account Director
- Abdalla Yousef, Senior Account Manager
- Eric Groza, Creative Director
- Wesley Jon, Senior English Copywriter
Media agency: Starcom
