Consumer InsightWe know that Gen Z refuses to be caged, to fit into neat little boxes. Defying the norms, theyseek to create unconventional reality. While most people think the night is to rest and preparefor tomorrow, MZ thinks of the night as their ‘second beginning’ of their day, just as dynamic& important as the day.We know they are the ones that evolve the NIGHT CULTURE of Vietnam. Cuz the Nightis...FUN for them to enjoy. VIVID for them to express themselves. MYSTERIOUS for themto uncover. The society has arrived replete with a set of normative preconceptions, stereotypes, andgeneralizations, painting Gen Z with only one set of colors, Yet, just like the night with all ofits spectrum, there is much more substance than what Gen Z is showing on the surface. Nighttime is perfect for Gen Z to express their true color. They are out in the night for fun, yet theyalso embrace the night for all of its beauty, story, people, culture. They love the spectacular,the extreme. They also value and reach out to the world around them to enrich theirexperience.To this end, we know that for Gen Z, life is beautiful and spectacular and fun and dynamic inall of its spectrum, from broad daylight, to vivid nightlife. And when the light is turned off,a whole new world of nightlife is turned on, with all of its beauty, story, people, culture. Samsung Galaxy S22 Series empowers Gen Z to break free from all set of conventions madefor the night and let their night side take the wheel to embrace, experience, and uncover thevivid nightlife with all of its beauty, story, people, culture in their way, in shortcut: Let yournight side rule!

For most Vietnamese people, the night is to rest and sleep. But for Gen Z the night is a playground to live and explore. Tackling their Photography passion, Galaxy S22 launched inVietnam with a goal: to inspire - instead of mirror Z, and hand them to power to unveil the epic night sides. The sides that nobody has seen before. To build up this relevance for inspiration, we build a series of Nightography events with a clear roadmap from launching to engaging andmaximizing the experience. For each event phase, we introduce the best superiority of Galaxy S22 Series from the Nightography Local Launch to the 1st time Premium Pop-up store at the hottest mall in Ho Chi Minh City to enhance users' experience and get inspired by the epic camera, and we maximize the nightography platform with one-of-a-kind experience that no brand has ever done before.We created 8 bus tours with limited seats in 02 big cities: Ho Chi Minh & Ha Noi, A bus tour to experience technology products! The City Night Tour gives Gen Z the hands-on experience to explore the nightlife of your city,discover the night epicness through the lens of S22, and bring home surprising gifts from S22with amazing photos for your social media.More than just a series of events, Samsung Galaxy S22 Series is a perfect partner to gen Z toshow the true color by letting their night side rule. An all-in-one experience with a hop together with Samsung S22 Series!

This is the foundation for Samsung’s ambition of creating a long term communication platformfor GenZ by connecting with their passion in a genuine, authentic way from online to offline,from influencer to PR to social to CRM. Launch Phase: The Launch Event featured Nightography as the main concept and coverage across SMC,Social Outreach and PR, especially focusing on Influencer and tech opinion leaders to spreadout about the epicness of the events and S22 Series. Continuing from the Launch Event, we made more noise for the Premium Pop-up store byusing the influence of social outreach and KOLs presence, to call for users' attention of the 1sttime ever to experience Galaxy S22 Series and the total Samsung ecosystem. Sustain Phase: Follow-up and maximize the epicness of Galaxy S22 Series on a real-nightlife experience withthe City Night Tour, a one of a kind bus tour to explore the night side. We use social channels for the recruitment of users' registrations. Inspire users to join the bustour with Content Creators and TOLs sharing about their own experience in a positive vibe. We maximize engagement for all SO, SMC and PR channels with diverse outcomes butconsistent content.  Besides, we gain more engagement by triggering them to join cameraexperience on Dealers and highlight promotion schemes.The Wrap Up: After the series of events are done, we still sustain the epicness on the social media center of5Samsung and PR, by recap, resharing all of the interesting real users' experience to savor theepic moment and spread our valued and meaningful point experience with Galaxy S22 Series.

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.Event Impact: The Your Galaxy Your Way Premium Pop-up store has achieved 11K foot-fall (x 1.1KPI) in only 09 days (21/5 to 29/5), gained 95K$ revenue and 127 orders (x 1.2 KPI)“The City Night Tour”: We generated 16K buzz, achieved 226 UGC with 948 online registers & 322user experienced S22 on the 8 bus tour in 2 key cities HN & HCM.