Bật SAM, bật chất tôi

An IMC proposal connecting Samsung with Gen Z through subculture storytelling.

Client: Samsung (Marketing On Air)
Year: 2023
Category: Other Projects
Credit: Team Bún Bò Sì Gòn

Samsung "Bat SAM, bat chat toi" Marketing On Air 2023 proposal cover, team page and executive summary

Background

Participated in Marketing On Air 2023, developing an integrated marketing communications proposal under the theme #SamsungxYou, aiming to strengthen Samsung's connection with Gen Z and Millennials through subculture-driven storytelling and the Proud-to-Own proposition.

Scope of work

3 areas I was responsible for on this project.

Led research and insight development
Contributed to campaign strategy and concept
Supported creative ideation and storytelling

Achievements

Top 20 teams nationwide

NationwideTop 20