BRAND:
SAMSUNG
AWARD CATEGORY:
The Best Social Media Campaign
CAMPAIGN TIME RANGE:
04/09/2025 - 31/12/2025
CREDITS:
CONSTELLATION, GOLDEN, VIECHANNEL
CASE STUDY VIDEO
STRATEGY
THE CONTEXT
In a challenging economic context, smartphone upgrades were no longer a priority, especially for Galaxy S25 FE prospects (20-30 yo) entering the workforce with limited disposable income. As a result, they became more cautious, prioritising essential spending and scrutinising every purchase through a single filter: “Is it really worth it?” At the same time, the Galaxy S series had long defined what “the best smartphone” looks like, the pinnacle of performance, AI innovation, and camera excellence. It wasn’t just a phone. It was the standard. But for many, that standard was out of reach. Admired. Desired. Saved for later. So upon the launch of Galaxy S25 FE, the most accessible entry line of the latest Galaxy S’s flagship innovations, the challenge wasn’t capturing demand. It was whether consumers could justify stepping into that flagship world via the new FE edition or continue deferring the decision or default to older flagship models within a more acceptable price range.
THE STRATEGIC MOVE
We didn’t sell affordability. We played on the tension of “worth it”. By turning Galaxy S25 FE’s camera and AI innovations into enablers of social currency, we allowed users to access the latest Galaxy S’s flagship experiences, capturing and sharing proof that better was no longer aspirational but within reach.
INSIGHT
“WORTH IT” AS SOCIAL CURRENCY
Consumers don’t evaluate “worth it” by what goes in (price or specs), but by what comes out, the outcomes they can experience and share. If the upgrade doesn’t translate into something noticeably better in daily life, it feels unjustified. “Worth it” is defined by results, not features.
MUSIC & CONCERT CULTURE TAKES OVER SOCIAL MEDIA
In recent years, music and concerts have become some of the most shared and envied content on social media. They aren’t just events; they are moments people chase, queuing for hours, pushing through crowds, all for a glimpse of their idols. Yet when that moment finally arrives, most cameras fail them, producing blurry, dark, distant shots that fall short of what they experienced. In a category where camera and AI define what can be shown, this gap is our opportunity: to transform those imperfect captures into experiences worth sharing. And that becomes the ultimate proof of our innovation.
THE CREATIVE LEAP
We turned music and concerts into special access points via Galaxy S25 FE flagship experiences, where every feature, like the Nightography camera and Galaxy AI, enables users to reach up to the next level of “worth-it” moments.
CREATIVE IDEA
Introducing THE F[Ê] ACCESS
We didn’t just give music fans a better camera. We gave them access others don’t have. In collaboration with Anh Trai Say Hi (ATSH), we created F[Ê] Access, an exclusive viewing experience for Vietnam’s biggest live music show, powered by Galaxy S25 FE. With its superior camera, every shot felt like a VVIP viewing, clearer, closer, and more immersive, bringing fans into the heart of the moment with their idols, especially Anh Trai buitruonglinh (BTL). With Galaxy AI, those moments became not just exclusive but also creatively elevated, socially stand-out, and trend-ready.
CONNECTION PLAN
TEASE: TURN SHOW INTEREST INTO A CALL TO HUNT
We leveraged the rising buzz of ATSH and BTL’s growing fanbase to spark anticipation, turning passive attention into active engagement. Instead of just following the show, fans were invited into a unique VVIP experience: Galaxy S25 FE - Say Hi Idol.
ENGAGE: TURN VIEWERS INTO PARTICIPANTS
Through the show, we built an engagement mechanic directly into the live broadcast, hiding 5 F[Ê] Access codes in real time, each a ticket to the grand final concert. Fans had to stay alert, hunt, and capture codes within a limited window, turning each episode into a thrilling game watched on ATSH channels (YouTube, TV, and VieOn) and simultaneously driving massive engagement on Samsung’s Facebook page.The twist: Each code was tied to a Galaxy S25 FE feature, turning every hunt into a moment of discovery. Fans weren’t just hunting; they were primed on the product’s capabilities. Rolled out over six weeks along the show, it created a habit loop that kept fans coming back and fuelled ongoing social conversation. We then scaled participation through Galaxy S25 FE – Bật beat cùng Idol TikTok Duet Challenge, where fans co-created with BTL to earn bigger FE Access, including a special debut with him at the big ATSH finale concert.
SCALE: RISE WITH BUITRUONGLINH
As his popularity rose, so did his influence, which we leveraged to max out Galaxy S25 FE excitement via a TikTok Duet Challenge, where fans co-created with him to win one of 10 exclusive F[Ê] ACCESS to backstage experiences at the Anh Trai Say Hi grand concert.
WRAP UP: THE ULTIMATE F[Ê] SHOWCASE
The ultimate proof lived in the hands of the fans. From backstage anticipation to on-stage moments with their idols, Galaxy S25 FE empowered them to capture it all: clearer, closer, and more immersive than ever. What they created wasn’t just content; it was proof of a FÊ experience truly worth it on their feed.
OBJECTIVE-BASE KPI
[1] Objective: Activity awareness & engagement | platform: Facebook | metrics: Reach | kpi: 25M | result: 29M | compare_with_benchmark: Above industry average | source: Facebook page insight
[2] Objective: TikTok-branded effect | Platform: TikTok | Metrics: Engagement | KPI: 600k | Result: 842K | compare_with_benchmark: Above industry average | Source: TikTok data
