BRAND:
Samsung Galaxy A Series
AWARD CATEGORY:
The Best Social Media Campaign
CAMPAIGN TIME RANGE:
20/04/2023 - 31/07/2023
CREDITS:
Constellation - Media, Prodigious, Golden Stella, Galaxy Communications
CASE STUDY VIDEO
STRATEGY
As a leading consumer technology brand, Samsung is dedicated to innovation and meeting the evolving needs of its customers, fostering a loyal user community. The challenge is that all mainstream phone segments in Vietnam are flooded with brands targeting Gen MZ, but how to make Gen MZ feel related & close with the Brand?
Since 2022, Samsung has distinguished in the competitive mid-tier smartphone market with its Galaxy A Series, specifically tailored for the dynamic Gen MZ demographic, with the ultimate goal is to create meaningful value for Gen MZ by providing them with the tools they need to close the soft skills gap that may prevent them from thriving as the country’s future economic leaders.
Recognizing that traditional approaches may not engage Gen MZ effectively, Samsung has chosen to approach them through their most favorite leisure: Gaming, and introduced the ground-breaking Awesome Academy - a digital gaming training platform that collaborates with universities to offer more than just academic training. It empowers Gen MZ to pursue their passions, effect positive change, and connect with like-minded peers.
We wanted to approach Gen MZ by providing what they need beyond the academic training by bringing an extraordinary academy teaching Gen MZ. The campaign focuses not only on Gen MZ's passion point in gaming, but also on their mental fortitude for their future readiness. In 2023, Awesome Academy marked its return to create even greater experiences and impact for Gen MZ gamers, with the focus extended beyond gaming passion points to encompass mental fortitude, preparing them for future challenges.
INSIGHT
For a long time, society has defined Gen MZ, the generation predicted to constitute 25% of Vietnam's workforce by 2025, as a creative generation but somewhat 'lazy' - life maximizers who always seek the simplest & quickest ways to get things done. However, Gen MZ may lack the perseverance and focus needed to develop the necessary soft skills to become future economic leaders.
To support Gen MZ in bridging this skill gap, Samsung harnesses what they enjoy the most: Gaming. For Gen MZ, gaming is more than just a hobby; it's their ambition, dream, and future. They view professional gaming as a viable career path, using their phones to hone skills and build reputations.
In 2022, our Awesome Academy highlighted the recognizable grind behind Gen MZ's pursuit of awesomeness. However, in 2023, Samsung aimed higher, acknowledging the hidden challenges and barriers silently faced by professional gamers:
1. Stress and anxiety: The pressure to perform at a high level can lead to mental health issues.
2. Cyberbullying: Professional gamers are often targets, affecting their well-being.
3. Isolation: Professional gamers may lack support resources and face loneliness.
By addressing both gaming skills and mental health, Samsung's Awesome Academy program is committed to standing shoulder-to-shoulder with Gen MZ, supported by the Galaxy A Series, providing resources to cope with struggles and enhance not only gaming skills but also valuable soft skills such as mental fortitude, emotional control, and team communication, vital for both gaming careers and everyday life.
CREATIVE IDEA
We came up with the 2nd season of Awesome Academy in a way to show Gen MZ that Galaxy A is the truly phone for them.
INTRODUCING AWESOME ACADEMY SEASON 2 PLATFORM: “KỀ VAI CÂN THỬ THÁCH - SHOULDER TO SHOULDER to AWESOME TOGETHER.”
The platform addresses the growing skills gap in Vietnam by providing students with valuable skills that are in high demand in the workforce, such as mental health, emotional control, and team communication. 2023’s Awesome Academy brought even more benefits to Gen MZ gamers, helping them become all-round better gamers, not just in gaming skill but also in key social soft skills by:
- Partnering with more experienced gamers and gaming professionals to provide even more opportunities for learning and mentorship.
- Creating more educational content that teaches Gen MZ gamers about the ins and outs of the gaming industry, including mental health and well-being.
- Offering more mental health resources to help Gen MZ gamers deal with the stress and anxiety that can come with professional gaming.
- Hosting more live events and tournaments where Gen MZ gamers can compete and show off their skills.
CONNECTION PLAN
To entirely approach Gen MZ, we choose Social & Digital channels & Activation to deliver our messages with top mobile gaming in Vietnam - AOV game. Understanding the experience of playing AOV on the smartphone, we allocate over 90% budget to mobile to bring the most real experience as playing on their own smartphone.
Awesome Academy Season 2 implemented these initiatives through a comprehensive communication plan with 03 phases: Tease - Train - Final Battle.
- Tease: We aimed to create anticipation for its return and to generate widespread awareness among universities and students. The teasing video was circulated across digital platforms, social media channels, and PR efforts to create excitement and curiosity for the return of Awesome Academy.
- Train: This phase continued to drive awareness & encourage the targeted audience through online and on-ground activations. 06 gamisodes about training hard skills & soft skills were live-streamed. The Gen Z was trained in upgrading their gaming skills with Vietnam’s top AOV gamers, and equipped with the soft skills by the best psychologist about teamwork, communication & focus. We leveraged digital platforms, social media channels, and influencer partnerships to sustain viewership and generate buzz among mass users. Snackable content was to strategically distribute across social media channels.
- Final: After 6 training gamisode with fully trained about hard skills & soft skills, the most outstanding teams were chosen to join the Final Battle. The objectives remained consistent: engaging participants for Awesome Academy, strengthening the companionship message of Galaxy A, and driving widespread awareness among universities and students. Event hype-up activities were launched, including finals predictions facilitated by social media channels, KOLs, social outreach efforts, and PR initiatives, resulting in an explosive buildup. Season highlights were recapped and reinforced, emphasizing the value of the Galaxy A series.
Throughout the campaign, a central activity was the maintenance of a microsite, Facebook page, and YouTube page, serving as an information hub to store all campaign assets and announcements, ensuring cohesive messaging and accessibility for the audience.
OBJECTIVE-BASE KPI
We linked with one of the most popular Multiplayer Online Battle Arena mobile game Arena of Valor - to pioneer a groundbreaking playing module. Joining forces with the nation’s top psychologists, leading professional E-Sport gamers and coaches to enhance students’ future readiness. Students upskill gameplay techniques and their interpersonal acumen.
- Generating a 500-fold increase in activation awareness versus last year’s campaign.
-Amassing a staggering increase in real-time viewers. (+164%)
-885,000 Galaxy A phones sold in just 4 months.
- No.1 Market Share compared to total market source.
- 99,7% positive sentiment (by YouNet Media)
- Reach: 18M (88% Target audience pool)
- Frequency: 12
- View: 16M views (x1.5 vs KPI)
- VTR: 23% (vs KPI 13% ) - Livestream session key asset
- VTR: 25% (vs KPI 13%) - Total asset
- Engagement: 1,841,464
- VVR: 32,65%
Set a new standard for meaningful branding, paving for regional markets to follow and launch their own Awesome Academies for other Gen Z cohorts.
