The Era of Live

The Challenge

While flagship phones get the media attention, it's Samsung’s mass market ‘A Series’ that drives its global volume. Historically it has been the highest selling phone range in the world. 

But when Chinese brands Huawei, Xiaomi, Oppoand Vivo aggressively entered the mass market 4 years ago, Samsung's share took a hit. 

They were first to respond to the emergence of the Selfie – and owned it for 4 years through consistent branding and purpose-built innovations. They realised that the most important feature on any mass market phone is the camera – and won over a generation of mass market millennials. 

These Millennials are growing up and moving on to higher end devices.

Our Approach

We helped Samsung focus on the emerging opportunity - Gen Z who get their first phone at 12 and will number 2bn by 2020. 

For Gen Z cameras are just as important, but are being used in a very different way. They’re not just taking selfies, but using their cameras to combine video, music and chat to share their lives in real-time. 

While the Chinese brands were still stuck in the Era of Selfie, Samsung could leapfrog them by being the brand to introduce the world to the next mass market smartphone era. Galaxy A was the first smartphone range ‘Built for the Era of Live’.


Designed to influence the entire consumer experience, the new positioning was unveiled at ‘Unpacked’ and has been rolled out in all Samsung markets. It is the first time the brand has promoted an entire range through a single positioning ATL, retail & .com.

Annual growth across mid-range phones


The Era of Live

Introducing the next mass market smartphone era.

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