Our goal was to show Texans in our home state that Samsung helps them express their individuality.
Messaging and striking visuals were more “Texafied” to embrace the state’s bold, energetic spirit along with localized media placements. From strategic ads outside competitor stores to taking over Twitch with Lonestar-themed tournaments, Samsung was in it to win it by connecting on a hyper-personal level.
Five specially designed, self-sufficient, Rover vehicles were equipped with the latest Samsung products to easily set up demos and experiences across the state. If Texans were there, so were we.
Despite the full campaign only running four months before the pandemic, Samsung was the only brand with positive market share in Texas in 2020.