The brand with the widest range of Smartphones got younger with Galaxy Y. After doing a successful campaign on Samsung Galaxy Ace & Pro in the beginning of the year, it was imperative to set a higher benchmark yet again. The Smartphone market stood at 7% of the total market share and we spotted the opportunity to rekindle the fire in the bottom of the Smartphone market. Samsung Galaxy are Android based Smartphones respectively in the Samsung mobile portfolio which has phones across platforms from Android to Bada to Windows.
Samsung Galaxy Y not only comes with the Android 2.3 Gingerbread but draws your attention with a faster 823Mhz Processor, large 3” QVGA screen, 3.5G & Wi-Fi, 2MP camera, expandable memory up to 32GB and much more than you can digest that too in a Smartphone priced at Rs. 6990/-. Galaxy Y Smartphones fair very well when compared to the competitive Smartphones priced around the same cost. Despite the Galaxy range of phones being present in the market for long these new phones are expected to pump fresh air into the ecosystem.
The task in hand is to drive the preference for Samsung Galaxy Y, ask the TA to make a shift from feature to smartphones.
Targeting the youth was a given, but the challenge was what to say to them? To dig deep we got in touch with college kids and young executives who had just started working. They considered these few years of college and training at work as the most crucial ones. At this stage they get influenced and as well want to stay ahead of their peer. Basically it came out that their thinking is immensely influenced by their peers. Albeit accessible, Galaxy Y is a good enough reason to move up from a feature phone.
The insight was drawn from the inferences that the young minded consumer doesn’t want to get left behind in the various aspects of life. This was that opportunity to capture the essence of Samsung Galaxy Y. Therefore considering the product insight, TG and consumer insight in mind we concluded that the opportunity for the consumer is to make a shift from feature phones to an accessible Smartphone - Now a select few who consider themselves smart, have the freedom to change to smart.
Keeping the strategy in mind we created three mind tickling commercial which address the need to be smart and have a smart phone in life. The commercials are centered on the life of the TG - one set at a chai ki tapri, the second one opens in an office and the last story unfolds in a classroom.
The films are a depiction of two sets of people between the have and have not’s. They end with the ones who have a Smartphone, tackling a situation by simply using the Galaxy Smartphone. That’s is not all, in the end when the antagonists show their interest in the phone they are slapped with a simple question “Aapke pass nahin hai kya…Uncle?”.
