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Measuring the pre-purchase and purchase behaviour of both online and offline mobile phone buyers

Research Paper • Abhishek Saigal, Shilpa Surtani, Prithvi Raj, Zeeshan Adam, Avantika Agarwal, Harshita Bhatia, ESOMAR Conference papers, APAC, 2020

Google, a technology company, and Nielsen, an information, data and market management firm, partnered to develop a means of better understanding how consumers in India research and buy mobile phones.

HMD Global’s Ruchira Jaitly: India’s omnichannel transformation and the future of telco brands

Opinion • Gabey Goh, November 2020

As the brand owner of Nokia, HMD Global navigated 2020 by leveraging a considered approach to meeting the needs of consumers. India and APAC CMO Ruchira Jaitly speaks to WARC’s Gabey Goh for the Marketer’s Toolkit 2021 about engaging with tribes, how omnichannel is the future and why marketers can’t be just marketers.

OPPO Australia and New Zealand: The Ultimate Internship

Case Study • SABRE Awards, APAC In2, 2020

OPPO, a telecommunications brand, promoted its latest R17 Pro smartphone by creating The Ultimate Internship at OPPO for two applicants who would be armed with the smartphone, flown to 'instagrammable' destinations and mentored by established influencers.

Honor: Project Seeing is Believing

Case Study • SABRE Awards, APAC, Product Media Relations (Consumer Media), Gold, 2020

Honor, a smartphone brand, launched its smartphone HONOR 20 Pro with a camera that used artificial intelligence (AI) to improve the quality of life for the visually impaired in the UK.

Samsung: Microcodes - How a tiny idea generated massive results

Case Study • Effies (Australia), Australian Effies, Bronze, 2020

Samsung, a tech brand, promoted its new S20 mobile phone in Australia by hiding microscopic codes in its creative.

#SubtlySponsoredPost: How Samsung overtook Apple in a-not-so subtle way

Case Study • Effies (Australia), Australian Effies, Bronze, 2020

Samsung, an electronics brand, connected with an Australian audience that was tired of 'authentic' influencer posts through a comedic music video and a mocking sponsored post.

Les Binet outlines why "share of search" is a powerful, predictive marketing metric

Article • Stephen Whiteside, Event Reports, IPA EffWorks 2020, October 2020

Research by Les Binet, the head of effectiveness at agency adam&eveDDB, demonstrates that a brand’s “share of search” within its category is a vital metric for marketers to consider.

Samsung: Making choice easy in a world of unlimited possibilities

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Samsung, an electronics company, used a Continuous Improvement Programme (CIP) and A/B testing to improve conversion and drive sales on its website in the UK.

Galaxy S9: How turning switchers into converts helped Samsung take a bite out of Apple

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Samsung, an electronics brand, created a brand induction programme that encouraged consumers to complete a series of actions known to help drive repeat purchase to increase customer retention in the UK.

Smartphone sales in Asia Pacific take big hit from pandemic

News • 15 September 2020

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

Samsung India: Good Vibes

Case Study • Kunal Ghosh, Sourav Ray, WARC Prize for Asian Strategy, Gold and Early Adopter Award, 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.

Huawei Technologies Co Ltd (Consumer electronics)

Article • Euromonitor Advertiser Profiles, September 2020

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

Samsung Galaxy S10: Samsung Galaxy S10 Space Launch

Case Study • Craig Wilkie, Kunal Roy, WARC Prize for Asian Strategy, Entrant, 2020

Samsung launched its flagship Galaxy S10 smartphone into space to demonstrate the power of the model's new camera in order to generate pre-sales, gain share of voice and boost brand love in Malaysia.

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 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 looks ahead to 6G

News • 14 July 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 • 22 June 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, Event Reports, 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 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.

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.

How Xiaomi built a loyal customer base in India

News • 22 April 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.

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.

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.

Smartphone sales continue to grow in Southeast Asia

News • 06 March 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.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
The WARC Guide to Marketing in the gaming ecosystem

Article • WARC Best Practice, September 2020

A summary of new thinking and best practice on marketing in the gaming ecosystem, from the WARC Guide.
Future 100 Update by Wunderman Thompson Intelligence

Article • WARC Exclusive, May 2020

After the release of The Future 100 annual trend report in January 2020, news of a novel coronavirus started making headlines – this report tracks the new behaviours, cultural shifts and industry changes stemming from these sudden changes.
Tech & Media Trends 2020

Article • Dan Calladine, WARC Webinars, January 2020

Dan Calladine, head of media futures at Carat, discusses the recently released annual report highlighting ten consumer, media and technology trends for 2020 – and their implications for brands.
Carat's ten trends for 2020: The year of all-conquering ecosystems

Article • Dan Calladine, WARC Exclusive, January 2020

Ten consumer, media and technology trends – and their implications for brands – for 2020, the year in which the marketplace is set to converge around the global tech-giant ecosystems.
Xbox: The fanchise model – a new value exchange

Case Study • Account Planning Group (UK), Entrant, 2019, pp. 0-0

Microsoft, a multinational technology company, increased awareness and sales of the Xbox Design Lab by launching a new e-commerce platform that allowed gamers to buy and sell their own designs.