Consumer InsightWhile most people think the night is to rest and prepare for tomorrow, Gen Z thinks of the night as their3‘second beginning’ of their day, just as dynamic & important as the day.They are the ones who evolve the NIGHT CULTURE of Vietnam. Cuz the Night is...FUN for them toenjoy. VIVID for them to express themselves. MYSTERIOUS for them to uncover.Our society has arrived replete with a set of normative preconceptions, stereotypes, and generalizations,painting Gen Z with only one set of colors. Yet, just like the night with all of its spectrum, there ismuch more substance than what Gen Z is showing on the surface. Night time isn’t the time fortroublemakers, it’s exactly when Gen Z to express their true color. When the light is turned off anddarkness prevails, a whole new world of nightlife is turned on, with all of its beauty, story, people, andculture - all embraced and lived to the fullest by Gen Z.Brand and Product RoleCapitalizing on this striking finding, Samsung Galaxy S22 series empowered Gen Z to break free fromall set of conventions made for the night and let their night side take the wheel to embrace, experience,and uncover the vivid nightlife with all of its beauty, story, people, and culture in their way. Theessence of our role was to open up the epicness of the night for all those who want to rule their days ontheir own terms with S22’s breakthrough technology - Nightography.

The core of our creative idea “Let Your Night Side Rule” (“Sống Đậm Chất Đêm” in Vietnamese) wasto hand Gen Z the power to unveil the epic night sides of their country, culture and people, to illuminatethe night sides that nobody has seen before, with S22’s Nightography.Cracking a culturally relevant thematic idea is great, but to express our narrative in the best light, weneeded a unique and holistic development of content creativity to showcase real people capturing realstories with S22.- First, we created the first ever ocean night dive hero film “The Sea You Don’t See” featuring Zen Le- a passionate Vietnamese Gen Z night diver. As much as the unseen night beauty of Vietnam’s oceanlife was shined through the lens of S22’s Nightography, it was also a perfect torture test to showcasethe superiority of S22’s Nightography under one of the most challenging environments for camera4capture.- Second, after sky-rocketing buzz on social media, we continued to drive engagement by rallying GenZ Nightizen together and inspiring them to showcase their most vibrant night side stories - captured byS22. In corporation with Kenh14 as the top Gen Z’s online playground, we co-hosted this Nightographycompetition “Sống Đậm Chất Đêm” under 3 themes: Night Street Food, Night Sightseeing, NightlifeActivities, and invited Influencers, KOL photographers, and massive Gen Z to join us.- Last but not least, beyond a competition, each submitted photo of their tales by night wascrowdsourced to build the first ever Vietnam Night Map - a night map illuminated by a dynamic nightculture all inspired by Gen Z.

- First, we teased the upcoming hero film “The Sea You Don’t See” in our local launch event - in which S22 was officially introduced in Vietnam.- Second, after introducing our hero film “The Sea You Don’t See” to mass audiences, we further maximized awareness with follow-up assets across social/ digital:+A #withGalaxy photo album that showcased the best footages & photos in the hero film captured by S22+3 snackable feature films to highlight key moments enabled by Rainbow’s Nightography Camera & SPen- Then, after the impact of our hero film and feature films was made, TOLs and Influencers were inspired to unveil their own vibrant night stories, the night hidden gems they discover in the city under the lens of S22’s Nightography.- Third, we brought S22’s Nightography to massive Gen Z and rally them to show us their most vivid night sides through the competition “Sống Đậm Chất Đêm”. Hosted on the microsite https://songdamchatdem.kenh14.vn/ in collaboration with Kenh14, we first made noise for the competition by partnering with Influencers & KOL photographers to be the inspirers of the competition5through their authentic stories by night captured #withGalaxy S22 across social/ digital. Then, weencouraged Gen Z owners of S22 to participate and submit their night tale under 3 themes (Night StreetFood, Night Sightseeing, Nightlife Activities) on our microsite. By sharing their submission back ontheir social media, they were up for a chance to win attractive final prizes, weekly prizes, and luckyprizes from S22.- Finally, we collected all the night side entries to build the first ever Night Map Vietnam thatshowcases all the epic night side stories, captured in indelible images of people, places and cultures ofVietnam from new and previously unseen angles #withGalaxy S22 nightography & SPen.

Communications Impact: Maximize reach through relevance & engagement audience at scale• Awareness achieved 94% (#1 across Samsung Subsidiaries in Southeast Asia)• Top 2 Social Buzz in Feb'22 and Top3 in Mar'22 (BSI Buzzmetrics)• Top 2 google search demand for Galaxy S22 in Southeast Asia• CRM audience recruitment: #1 in Southeast AsiaBrand Impact: Strengthen brand affinity and preference to gen Z• Brand Index “Proud to Own”: +14 pts (Brand Attitude Survey)• Ad recall: +10.3 pts (Brand Lift Survey)• Standard Favorability: +3.6 pts (Brand Lift Survey)• Purchase intent: +2.3 pts (Brand Lift Survey)• Nightography camera impressive feature: +12 pts (Google Consumer Lift Survey)Business Impact: Supercharged market share leadership• Total Sales-out: Achieved 110% vs the stretching target• Market share: remarkably gained by +22.3% vs previous model.