CANTOPOPERA: SAMSUNG THINKS MORE DIFFERENT

TitleCANTOPOPERA: SAMSUNG THINKS MORE DIFFERENT
BrandSAMSUNG
Product / ServiceSAMSUNG GALAXY S20
CategoryC03. Challenger Brand Strategy
EntrantDDB Hong Kong, HONG KONG
Idea Creation DDB Hong Kong, HONG KONG
Media Placement DDB Hong Kong, HONG KONG
Production DDB Hong Kong, HONG KONG
Post Production DDB Hong Kong, HONG KONG

Credits

Name Company Position
Leo Tsui DDB Group Hong Kong Business Lead
Adrian Tso DDB Group Hong Kong Strategy
Marco Lam DDB Group Hong Kong Creative
Matthew Yuen DDB Group Hong Kong Creative
Kit Yu DDB Group Hong Kong Creative
Jennifer Cheung DDB Group Hong Kong Creative
Kelvin Wong DDB Group Hong Kong Creative
Felix Fong DDB Group Hong Kong Digital
Hayden Leung DDB Group Hong Kong Account Service
Mandy Chan DDB Group Hong Kong Account Service

Background

GLOBAL PLAYER. LOCAL CHALLENGER. Samsung is by no means a challenger brand. However, in Hong Kong’s smartphone market, where Apple, commanding 46.71% of the market share, reigns supreme; Samsung, with its 24.72% market share, is undoubtedly a challenger. CHINK IN APPLE’S ARMOR While Apple has established itself as an innovative leader in the market who ‘thinks different’, they have long since been suspected, questioned, and challenged by consumers and industry publications alike, as their momentum on the front of innovation has slowed to a halt. While this has not been enough to incite an exodus of Apple’s fan base, doubt has clearly begun to creep in. 5G – THE OPPORTUNITY FOR A STATEMENT 5G introduces a new zero-sum phase for the smartphone category at large. As one of the first phone manufacturers in the market to adopt the new infrastructure, Samsung was in prime position to challenge Apple’s innovator status.