| Title | AMBUSH: SAMSUNG GAME CHANGING CAMPAIGN |
| Brand | SAMSUNG ASIA |
| Product / Service | SAMSUNG GALAXY SIII |
| Category | B02. Consumer Products |
| Entrant | STARCOM MEDIAVEST GROUP Singapore, SINGAPORE |
| Advertising Agency | CHEIL SINGAPORE, SINGAPORE |
| Entrant Company | STARCOM MEDIAVEST GROUP Singapore, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Kennie Chan | Starcom Mediavest Group | Planner |
| Marsita Musa | Starcom Mediavest Group | Senior Manager |
| Elaine Poh | Starcom Mediavest Group | Executive Director |
2012 was a big year for the smartphone industry, particularly for Samsung and Apple as the two titans clashed and Samsung GALAXY SIII battled iPhone5 for market share. While Apple seemed to be losing momentum in their trademark field of innovation, Samsung had been rapidly building a strong fan base and was riding on the success of its SIII smartphones. Apple, however, was retaliating with the launch of its much anticipated blockbuster product – the iPhone5. To avert a dominance presence of iPhone5 in the marketplace, we devised a carefully crafted plan to ‘ambush’ the much anticipated iphone5 launch.