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Samsung Galaxy A51 Launch: First programmatic in-game advertising campaign

Case Study • MMA Smarties, Bronze, EMEA, 2020

Samsung, a technology company, launched a campaign across the gaming ecosystem to promote its newest mobile terminal, the Galaxy A51, in the Spanish market.

The most awarded work for creativity

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for creativity for 2020, compiled using our rankings methodology, but not ranked.

Samsung / Aviation America Gin / Netflix: Ad-within-an-ad-within-an-ad

Rankings • WARC Creative 100, 2021

Samsung, a technology company, launched its QLED TV by creating an inception-worth ad.

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

Case Study • Tangrams Strategy & Effectiveness Awards, Silver, 2021

Samsung, a technology company, launched its #SubtlySponsoredPost campaign to promote the latest version of its Galaxy A Series smartphone in Australia.

Apple soars at the ‘magic’ intersection of hardware, software and services

Article • Anna Hamill, WARC Exclusive, February 2021

As one of the world’s largest companies and a long-time leader in the consumer electronics category, Apple is leaning on product innovation, software and subscriptions to drive record growth.

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

Article • Stephen Whiteside, Event Reports, IPA EffWorks 2020, January 2021

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.

Vsmart: An appreciation like no other from Vsmart

Case Study • MMA Smarties, Silver, Vietnam, 2020

Vsmart, a Vietnamese technology brand, sent existing customers personalised thank-you gifts to trigger a domino effect and promote its smartphones in Vietnam.

The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.

HP Inc (Consumer electronics)

Article • Euromonitor Advertiser Profiles, December 2020

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

What’s working in tech and electronics

Article • WARC Category Intelligence, December 2020

Global strategies, campaign updates and trends in the tech and electronics category.

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

Case Study • Chris Harder, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Samsung harnessed the power of TV to show millions across the US just what its new smartphone could do and encourage them to upgrade.

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.

Indian consumers ready to pay for premium home entertainment experiences

News • 23 November 2020

The new homebound work and leisure economy has led to rising demand for new and quality content and for better devices in India, a new study by Dolby Laboratories and Wakefield Research has found.

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. CMO and Product Portfolio and GTM head (India), 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.

YouGov Ad of the Month – US: iPhone

Opinion • BrandIndex, November 2020

YouGov Ad of the Month – US: iPhone

YouGov Ad of the Month – UK: iPhone

Opinion • BrandIndex, November 2020

During October, iPhone achieved the biggest uplift in its Ad Awareness score with a +11.1 point improvement.

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.

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.

Vivo launches its iQOO 3 via 'Charge Me Up', a superpowered 10-hour livestream

Case Study • Jenny Chan, WARC Cases, ROI Festival, October 2020

Vivo's iQOO gaming sub-brand has demonstrated innovative use of the livestreaming tool as the smartphone manufacturer, like Xiaomi just before it, moved to online live launches to keep the ball rolling while on lockdown, and to brighten up the lives of its target audience with dense and entertaining content on Bilibili.

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.

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 Awards 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.

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.
Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.
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.
The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.
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.
Drivers of change: Part of the Marketer's Toolkit 2021

Article • WARC Exclusive, November 2020

Part of WARC’s Marketer’s Toolkit 2021, this data report, based on a survey of client and agency-side executives, looks at near-term trends in six key areas, following the STEPIC methodology.