Samsung Gulf Electronics

Ali Ahmed, Marketing Director  - Mobile Division. Samsung Gulf Electronics
Esra Olcay, Senior Marketing Manager  - Mobile Division. Samsung Gulf Electronics
Oznur Demir, Marketing Manager  - Mobile Division. Samsung Gulf Electronics
Jowin Cuevas Provido, Integrated Marketing Communication Specialist- Mobile Division. Samsung Gulf Electronics
Inez Tan, Assistant Digital Marketing Manager
Alaa Alsweileh, Digital Marketing Manager

Cheil MEA *Lead Agency

Tyler Yeom, Associate Director. Cheil MEA
Tamara Al Masri, Account Manager. Cheil MEA
Senna Hazem, Account Manager. Cheil MEA
Sean Park, Group Director. Cheil MEA
James Tan, Associate Creative Director
Mark Robin Pinga, Senior Motion Designer and Editor
Raymond Argosino, Senior Designer and Art Director
Reem Abutalib, Junior Account executive. Cheil MEA
Hadeel Mohammed, Senior Social Media Executive. Cheil MEA
Ramzi Ibrahim, Creative Director
Santosh Singh, Production Manager
Baher Raouf, Associate Creative Director
Hussein Kaddaha, Arabic Copywriter
Jagal Gopinath, Associate Creative Director
Irene Philip, Copywriter
Stefania Luque Diaz, Senior Motion Designer
Anete Thomas, Copywriter
Souchitra Sarkar, Senior Art Director
Basma Choucri , Digital Designer
Sajeesh Kumar, Senior Digital Designer
Mohammed Sala Veeran, Motion Designer

Samsung was lacking in brand affinity with the youth; our one sided ads weren't cutting through. So instead of speaking at them, we invited them to co-create a campaign together. We created an original song that acted as a rally cry to all the creators. The song became a streaming hit. People heard us and actively participated, creating over 4500 pieces of unique content. Most importantly, purchase intent grew by 41% and market share increased by 7.87%, with Samsung surpassing its biggest competitor, Apple.