Case History Database

To grow its share of the premium mobile market, Samsung Australia chose not to compete with its dominant rival. Instead of traditional brand-building, it built relevance by inserting itself into youth culture. Through bespoke and surprising localised campaigns like 'Flipvertising' and 'Clash of Commuters,' Samsung generated interest and converted customers. This strategy successfully leveraged cultural moments and upended marketing conventions, proving that a non-traditional approach could effectively increase brand presence and market share.