IT/Tech & TelecomSamsung Electronics
A Mobile Lifestyle Branding Initiative for Global Market Customers: Samsung Rex Brand Global Promotion Campaign
A global campaign and promotion site that introduced Samsung Rex to feature phone users in emerging markets.
Project Information
- Industry
- IT/Tech & Telecom
- Project Type
- Campaign
- Role
- Brand Strategy, Visual Concept, Campaign Design, Promotion Site
- Client
- Samsung Electronics
- Client
Introduction - Founded in 1969, Samsung Electronics is a global electronics company leading markets worldwide with a broad range of products and technologies, from smartphones and tablets to TVs, home appliances and semiconductors. Leading the mobile market with the GALAXY series, it invests in digital communication that delivers a consistent brand experience to customers and employees around the world.
As the shift to smartphones accelerated, Samsung Electronics launched the global “Samsung Rex” brand to meet the still-growing demand for feature phones, especially in emerging markets. It needed a brand message and visual language that could embrace many countries and customer groups, and a campaign that conveyed the product’s strengths with emotion.
The Same Impression in Every Country
Based on user insights by country, we created a visual concept tailored to Rex. Graphic motifs that show product features intuitively and a vibrant color system gave the lineup, from Rex 60 and 70 to 80, a consistent impression across global markets.
A Modular Campaign Built for Localization
We developed modular design and content structures so the same campaign could run across languages and cultures, raising the value of each country’s digital assets. A global promotion site with product comparisons, feature introductions and hands-on elements conveyed the value of “smart UX.”
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