Campaign Middle East features a monthly Private View section with a range of insights and viewpoints from industry experts, revealing the intricate world of marketing and advertising campaigns.
This month’s review is by Omar Biyari, Advocacy Director, Saudi Tourism Authority.
Samsung MENA: You Deserve More
The campaign taps into a relatable truth: many users feel smartphone upgrades have become incremental. The humour lands well. The only part that felt slightly off was the focus on voice-assistant frustration, as many iPhone users today rely on tools like ChatGPT or Gemini instead. Overall, it’s a well-executed campaign that might still resonate, though it might have lande
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