Samsung Electronics MENA’s latest campaign, ‘You Deserve More’ shared an open call to mobile users who feel stuck with phones that haven’t offered anything fresh in years.
The campaign aimed to encourage mobile users to upgrade from outdated phones to Samsung’s latest innovations, specifically the Galaxy Z Fold7 and Galaxy Z Flip7. It also sought to position Samsung as a leader in AI-powered, user-centric technology.
Therefore, the campaign aims to redefine switching to Samsung as a move toward freedom and better experiences.
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At the heart of the bold campaign is a recognisable feeling: staying with something simply because it’s familiar.
Narratives within the campaign relay people venting in frustration: “You never understand me,” “I feel stuck.” At first, audiences feel like they are witnessing a breakup – until they realise the cast is talking to their phones. The campaign then flips the script to show how Samsung’s Galaxy Z Fold7 and Galaxy Z Flip7 are the perfect tech companions.
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The integrated campaign went live across social media, featuring a hero film, over 30 influencer-led content pieces, and impactful social shorts.
Samsung Electronics MENA said that influencer-led content amplified authenticity and relatability, aligning with the campaign’s message of breaking free from the familiar to diverse audiences.
Targeting tech-savvy mobile users feeling stuck with outdated devices, seeking innovation and superior user experiences, the campaign launched across the GCC and the wider MENA region, including markets suchs as Saudi Arabia, Jordan, Iraq and Turkey.
“This campaign redefines switching not as leaving something behind, but as moving forward with smarter innovations that match ambition and lifestyle,” said Omar Saheb, Regional Vice President of Marketing and Online Business at Samsung Electronics MENA. “Switching is freedom: freedom to choose better, and to expect more.”
The campaign launched in early September and will run for an extended period to maintain momentum and engagement.
Credits:
FP7 McCann (Agency)
- 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
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
