Samsung A Series

On the other end of the spectrum to the iPhone, Samsung’s A Series is an entry level smartphone designed for the mass market. In 2019, it was locked in the vice of strategic squeeze. Older Apple handsets were becoming more affordable, and Chinese brands were aggressively expanding into the market with a focus on ‘selfie’ camera innovation. To future-proof its highest selling phone range, Samsung sought to globally re-position the A Series to target Gen Z, who get their first phone at 12 and numbered 2 billion by 2020.

I was the strategic lead on this year long project, frequently flying to Korea and other regional HQs and partnering with numerous other agencies to create a truly global, integrated marketing strategy.

Click through to see the launch films.