Electronics

TVs, radios, mobile devices, home entertainment, laptops, tablets, cameras, computer hardware, game consoles, drones, external or integrated VR/AR devices, sound systems, etc. Electronic devices may be aimed at consumers or businesses.

2019 BRONZE

Be The Pro #WithGalaxy

In a highly competitive category, with minor perceived distinctiveness, we needed to reposition our camera in a locally relevant manner.
Through research we understood that the consumers were impressed with the DSLR-like pro-grade features of our phone, so we created a campaign, Be the pro #WithGalaxy that educated consumers on the pro-like photos our phone could take and inspired them to go create their own pro photos with ease.
This resulted in increased engagement rate and purchase intent, improvement of camera perception and drove market share up.

Brand: Samsung Gulf Electronics
Client: Samsung Gulf Electronics
Agency: Cheil MEA
Language: English

2019 BRONZE

Just Keeps Getting Better

Nokia, once the most popular phone brand but now not TOM, had to be reignited. It did so by using its main functional differentiator: All Nokia smartphones come with pure Android experience. While all competitors are ruled by planned obsolescence, Nokia smartphones get better the more and longer you use them. To communicate this, we poked at the reality of the category and brought a data-driven approach to highlight its brand idea. The campaign achieved a 19.38% increase in purchase intent and 23.67% in sales.

Brand: Nokia
Client: HMD Nokia
Agency: Wunderman Dubai
Language: English

2018 GOLD

Three Minutes

Seen as a premium yet distant foreign brand, Apple wanted to build deep emotional connection with Chinese consumers in a distinct and meaningful way at CNY. To establish the brand’s human values behind the innovative technology, we celebrated precious family reunion moments through the film “Three Minutes” shot entirely on iPhone X. The film reached 138 million views during the holidays and made headlines as “setting a new standard for advertising.”

Brand: Apple Inc.
Client: Apple Inc.
Agency: Media Arts Lab
Language: Mandarin

FINALISTS

Samsung Samsung’s American Dream: Taking Foldables from Social Suicide to Apple Antidote

ARCTIC ARCTIC - FORGOTTEN, THE MOST SUSTAINABLE BRAND FROM YOUR WARDROBE

stc Expect the Unexpected