The Next Big Thing is Already Here

Wed, 22 May 2013 00:00:00 -0400
Effie Awards

In 2011, Samsung had a great product but a brand problem. No one saw the Samsung Galaxy II as an industry-leading innovator. We set out to build innovation equity for Samsung and establish it as the alpha Android brand. To do this, we challenged the category leader turning the Smartphone debate into a two-horse race.