The task:
to launch both of these Galaxy Wearables under a coherent digital-focus communication strategy all the while marketing individual product features to their respective target audiences.
The insight:
For smartwatches, while brands have been promising peak fitness performance, we saw a trend of new ways to self-care which shifts user’s interest towards holistic health from GenMZ. Same goes for the TWS (wireless earphones) as GenMZ are using diverse audio forms, liberating themselves from the confines of entertainment to amplify key moments of various passions.
The idea: FWB
FWB, otherwise known as Friends With Benefits, which is a relevant term that MZ are so dauntingly familiar with to immediately capture their attention. In later phases, this acronym was translated to “Friend-Watch-Buds” and “Fitness-Well-being”, emphasizing on the benefits each device gave & established meaningful roles for Watch/Buds in their user’s lives.
Localizing videos from global videos
BRAND: SAMSUNG
AWARD CATEGORY: THE BEST USE OF SOCIAL MEDIA INFLUENCERS
CAMPAIGN TIME RANGE: 11/08/2021 - 30/09/2021
Agency: Circus Digital
Creative Director: Minh Ngọc - Huy Nguyen
Art Director: Truc Le
Copywriter: Tu Anh - Nam Tran