Galaxy A Series 'Awesome Campaign' Wins 2 Awards at UK Advertising Festival
Advertising and Marketing Highlighting Features Targeting Generation Z Draw Attention
Silver Award in Entertainment Category for Dance Awesome Challenge
Bronze Award for Awesome Is for Everyone Advertisement Video
A scene from Samsung Electronics' Galaxy A series commercial video 'AWESOME is for everyone'
View original image[Asia Economy Reporter Han Jinju] Samsung Electronics won two awards at the UK advertising festival D&AD Awards for its marketing campaign video of the Galaxy A series, which captures the sensibilities of Generation Z.
On the 21st, Samsung Electronics announced that its 'Galaxy A danceAwesome (#danceAwesome) Challenge' and 'AWESOME is for everyone' advertisement videos won the Silver Award in the Entertainment category and the Bronze Award in the Sound Design & Music Usage category respectively at the advertising and design festival 'D&AD Awards.' D&AD is a non-profit advertising and design festival that started in London in 1962.
Samsung Electronics conducted an advertising campaign targeting Generation Z, emphasizing the features of the Galaxy A series. The 'AWESOME is for everyone' advertisement video is characterized by an addictive hook song and rhythmic visuals repeating words like 'awesome,' 'screen,' 'camera,' and 'battery.' It has been praised for effectively conveying the features of the Galaxy A series by drawing on Generation Z's SNS sharing behavior.
Additionally, the 'danceAwesome (#danceAwesome)' challenge held on TikTok, a video-sharing social media platform favored by Generation Z, received great response. Participants filmed videos themselves and shared them on their TikTok accounts. The challenge saw participation from girl group BLACKPINK, with 4.7 million videos uploaded and over 20.2 billion views recorded.
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Choi Seung-eun, head of the marketing team at Samsung Electronics' Wireless Business Division, said, "The Galaxy A series focused on the user experience that Generation Z needs most to resonate with them." She added, "We will continue to discover new and creative ideas that young consumers find interesting, such as the danceAwesome challenge in collaboration with BLACKPINK, to enhance the status of our global brand."
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