Case Study: Beyond the Price Tag : How We Made the Samsung Galaxy A8 a Style Icon
In the crowded mid-range smartphone market, the battle is usually won on price. For the Samsung Galaxy A8, a device positioned at a premium price point, that was a battle we refused to fight. Instead of joining the race to the bottom, our challenge was to elevate the conversation, transforming a smartphone into a statement piece.
The goal: to convince a fashion-conscious audience to choose superior quality and style over a lower cost.
The Challenge: Justifying a Premium in a Price-Sensitive Market
The Galaxy A8 was a superior device, but its higher price tag required a powerful narrative. The core challenge was to shift the consumer mindset from "how much does it cost?" to "how does it make me feel?" We needed to justify the premium by building an aspirational brand identity, transforming the Galaxy A8 from a mere gadget into a must-have fashion accessory.
The Approach: Architecting a Lifestyle, Not Just a Launch
Our solution was to architect a campaign that sold a feeling, not just features. We built an entire ecosystem of online and offline activities around a single, powerful idea: #sokyan (So Cool). This creative platform allowed us to move beyond technical specifications and create a world of style, fun, and interactivity.
- Celebrity as Embodiment: We didn't just hire celebrities; we partnered with Sai Sai and Bobby Soxer, two of Myanmar's most influential style icons, to embody the #sokyan lifestyle. They served as our brand ambassadors, generating buzz and communicating key features through a series of engaging and sometimes enigmatic social media posts that sparked curiosity.
- Interactive Digital Campaigns: We launched dynamic campaigns on Facebook and Instagram, giving participants the chance to win prizes and a new Galaxy A8. This user-generated content approach made the aspirational lifestyle feel accessible and fun.
- Innovative Offline Activation: To break through the digital noise, we introduced a relatively new concept to Myanmar: a large-scale offline flash mob. This wasn't just an event; it was a powerful content-generation engine designed to create a spectacle that would live on through social media. We then amplified photos and videos of the event across all our digital channels.
The Impact: Going Viral and Winning the Style War
The campaign was a remarkable success, proving that a powerful brand narrative can triumph over price sensitivity.
A Viral Phenomenon: The featured video of the flash mob went viral, achieving the highest audience engagement for a video of its kind in Myanmar at the time. This success was amplified by improving mobile infrastructure that allowed users to easily stream video content.
- Massive Social Engagement: The Instagram photo contest was incredibly popular, scoring the second-highest total engagement among all campaign activities.
- Shifting the Conversation: By successfully associating the Galaxy A8 with style, fun, and modern culture, the campaign effectively lifted the conversation beyond price, solidifying the device as a desirable, premium choice in a competitive market.
