the ask.

Samsung has revolutionized the mobile industry creating cutting-edge technology for the world. However, in a market inundated with smartphones that are considered “cooler” to non-techies or are less expensive, the Company hasn’t been able to create intimate relationships with consumers like some of their competitors have. Young people want what’s trending, familiar, and conducive to their futures. We know that Samsung is the future, but how do we let Gen Z and Millenials in on the secret?

the problem.

The target consumers' constant strive to be individualistic is at odds with their desire to be affirmed by and included in a community. The social pressure and the fear of losing community prevent folx from tryin Samsung Mobile products.