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Over To You - Galaxy S4 Collection

Samsung Electronics UK

Issue 29 | December 2013

Background

The quality and the reputation of Samsung phones had improved significantly in recent years. However, millennials still often favoured the iPhone.

The challenge was to try to get this group of loyalists to consider the new Galaxy S4 not simply because it was a better product but because Samsung understood this generation better than they had been given credit for.

The insight behind the campaign was that millennials develop stronger relationships with brands when they are actively involved in their creation and promotion.

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