Technology & electronics

Article • WARC Category Intelligence, June 2018

Global strategies, campaign updates and trends in the mobile devices category.

Case Study • Kunal Ghosh, Sourav Ray, WARC Prize for Asian Strategy, Shortlisted, 2020

Electronics giant Samsung created an app to enable two-way communication between the deafblind and their caregivers and launched it in India using a digital campaign supported by cause advocates.

Smartphone sales in Asia Pacific take big hit from pandemic

News • 16/09/2020

Sales of smartphones by value were down 20% during the first seven months of the year in Asia Pacific, the latest data shows.

Huawei Technologies Co Ltd (Consumer electronics)

Article • Euromonitor Profiles, September 2020

This Company Profile from Euromonitor provides key details and analysis of Huawei Technologies.

Samsung Electronics Romania: Project Stratos

Case Study • SABRE Awards, In2 EMEA, Best Use of Video Networks, Gold, 2020

Samsung, an electronics brand, launched its Galaxy S9+ model into space in Romania to capture the attention of millennials.

Samsung Electronics Romania: The Banknote Concert

Case Study • SABRE Awards, In2 EMEA, Best in Digital Brand Platforms, Gold, 2020

Samsung, an electronics brand, created scannable bank notes using its AR technology to allow people to access the sold-out George Enescu Festival in Romania.

Samsung looks ahead to 6G

News • 15/07/2020

With 5G becoming a geopolitical battleground, Samsung is already looking ahead to 6G, which it believes could be a commercial proposition by 2028.

Indian smartphone brands cautious on revival prospects

News • 23/06/2020

Several Indian smartphone brands have downplayed suggestions they could capitalise on the anti-Chinese sentiments that have erupted in the wake of border clashes in the Ladakh region of Kashmir.

Galloway: ‘A fifth of media firms won’t make it out of the ICU’

Article • Sam Peña-Taylor, WARC COVID-19 Series, DLD Sync, May 2020

The NYU Stern Professor of Marketing Scott Galloway explores how the most influential four tech firms are shaping up for a post-coronavirus environment.

Samsung Galaxy S10: Do What You Can't Jimmy Fallon

Case Study • Jessica Perrin, WARC Awards, Entrant, Effective Content Strategy, 2020

Electronics giant Samsung got talk show host Jimmy Fallon to film an entire episode of The Tonight Show on its latest smartphone to promote the launch of its Galaxy S10+ handset in the US.

Samsung Tablets: Anti-Bullying Skin

Case Study • Paula Queiroz, Claudio Lima, WARC Awards, Entrant, Effective Innovation, 2020

Electronics brand Samsung developed a special free 'Glow' skin for players in the online game Fortnite to show support for bullied players and reinforce its tablet superiority, globally.

How Xiaomi built a loyal customer base in India

News • 23/04/2020

Maximum reach, minimum spend is the Xiaomi way and in just five years that approach has won the digital-first, Chinese phone brand more than a quarter of India’s smartphone market.

Samsung Galaxy: Samsung x Fortnite – The Galaxy Skin

Rankings • WARC Media 100, 2020

Samsung, a technology company, launched the Galaxy Note9 phone by tapping into the power of Fortnite gamers.

Huawei: StorySign

Rankings • WARC Media 100, 2020

Mobile phone brand Huawei made literacy accessible for everyone by creating a platform that translated children’s books into sign language.

Samsung: Do What You Can't Jimmy Fallon

Rankings • WARC Media 100, 2020

Samsung, a technology company, showed Americans the power of the Galaxy S10+’s camera by filming a whole episode of The Tonight Show on the phone.

Smartphone sales continue to grow in Southeast Asia

News • 06/03/2020

Global smartphone sales declined 2% last year, but Southeast Asia bucked the trend after recording sales volume growth of 1% to US$23bn, a new report has shown.

Huawei: StorySign

Rankings • WARC Creative 100, 2020

Mobile phone brand Huawei made literacy accessible for everyone by creating a platform that translated children’s books into sign language.

Samsung Galaxy: Samsung x Fortnite – The Galaxy Skin

Rankings • WARC Creative 100, 2020

Samsung, a technology company, launched the Galaxy Note9 phone by tapping into the power of Fortnite gamers.

Oppo stages a 'New Year's Strange Encounter' for its R17 launch in China

Case Study • Jenny Chan, Case Studies on WARC, ROI Festival, October 2019

"I" see Samsung, but "we" see Samsung and LG: The moderating role of consumers’ self-construals and perceived similarity in spillover effect of product-harm crisis

Article • Xiao Xiao Wu, Woo Jin Choi and JaeHong Park, International Journal of Market Research, Vol. 62, No. 1, 2020, pp. 79-94

Negative spillovers due to firms' product-harm crises have attracted the attention of marketing researchers owing to the devastating and irrecoverable damage they can cause.

HP Inc (Consumer electronics)

Article • Euromonitor Profiles, January 2020

This Company Profile from Euromonitor provides key details and analysis of HP Inc.

Samsung Studio9

Case Study • Integrated Marketing Communications Council Europe, Gold, Integrated Communication, 2019

Samsung, an electronics brand, launched an exhibit to showcase features of its new Galaxy S9 phone in Ireland.

Why OnePlus is a different kind of smartphone

Article • Brian Carruthers, Event Reports, MAD//Fest London, November 2019

OnePlus claims not to be a mainstream brand, yet its unorthodox marketing approach has made it the fourth largest premium smartphone globally.

Lenovo Group Ltd (Consumer electronics)

Article • Euromonitor Profiles, November 2019

This Company Profile from Euromonitor provides key details and analysis of Lenovo Group.

Taking a global brand local in Asia: Samsung’s Head of Corporate Marketing SEA, Olivier Bockenmeyer

Opinion • Gabey Goh, November 2019

This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .