Samsung: Galaxy Oppa Phone Is Here

For a decade Samsung had won Myanmar's Generation Z with a mix of technology and affordability. The landscape shifted when Chinese brands arrived with even cheaper devices and a broader list of features, and the entry-level Galaxy A series began to lose its natural claim on young buyers.

The Galaxy A05 and A05s launch needed to make Samsung feel like the obvious choice again, for an audience with little patience for conventional phone advertising.

Samsung partnered with Ruder Finn Era to research Gen Z and their interests before writing a line of copy. The research pointed to a strong fascination with Korean culture, and to the Galaxy A05's features as proof points that could be delivered with humour rather than earnestness.

From that came the concept Galaxy Oppa phone is here to mind-blow you, which cast the phone as the charming Korean lead of Gen Z's favourite dramas. The team led creative direction and development, KOL partnerships and direct marketing, with a launch video at the centre of the campaign.