The activation around Samsung Epic Mode breaks the target group's blind spot: Over 30,000 young people apply (57% Apple users) and Samsung is closing the image gap with Apple.
In the Swiss smartphone market, Samsung is weakening among the strategically important target group of Gen Z. A target group that only has eyes for the eternal competitor Apple and barely notices Samsung. The new smartphone flagship should change this: the extremely advertising-resistant, Apple-loving Gen Z should be inspired by Samsung's Galaxy S21. The decisive insight: the young target group likes to present their lives more epic on social media than it actually is. We are redeeming them from the pressure of overstaging with a competition - because the prize includes a Galaxy S21 with 12 exclusive experiences that also make the life of Gen Z truly epic: from the bulging Samsung Pay credit card to the Car-Key app, which provides access to a real e-car.
