Samsung Indonesia hunts for media agency

Samsung Indonesia is in the midst of an integrated media pitch that is currently managed by R3. The appointment is understood to be for a year and incumbent Starcom is defending the account while Mindshare and UM have also thrown their hat in the ring. MARKETING-INTERACTIVE understands that an agency is expected to be appointed at the end of October and the contract will start next January. Samsung confirmed that the pitch is ongoing but declined to comment further.

In May this year, the smartphone brand released a short film titled "Konfabulasi" shot entirely on the Samsung Galaxy S21 Ultra 5G. Samsung's influencers Reza Rahadian and Dian Sastrowardoyo were featured in the heist/action film which told the story of Bilal and Marla, who are connected via a device to undergo a confabulation process. PR agency Carl Byoir, a unit under Hill + Knowlton Indonesia, was involved in conceptualising, production supervision, and campaign amplification.

Separately, on a global level, Samsung also recently launched its #TeamUnstoppable campaign, rallying the Gen Zs and Millennials of Southeast Asia to push boundaries and pursue their passions. Aligned with Samsung’s vision to inspire the world with innovation and create a new future, the campaign serves as a platform for like-minded youths to share inspiring stories and motivate others to take action.

Inspired by the young generation who were driving the future of a diverse region, the campaign features Jacob Julian Lau from Singapore, Imran Aqil from Malaysia, Margielyn Didal from the Philippines, Sarnt Sunbeary from Thailand and Truong Mỹ Anh from Vietnam. All the individuals were selected for embodying the "do what others say you can't" spirit. 

Vested in featuring individuals from different backgrounds, Olivier Bockenmeyer, regional corporate marketing head, Southeast Asia and Oceania for Samsung Electronics told MARKETING-INTERACTIVE that the campaigns cover individuals from the sports, social activism, entrepreneurship, dance, music, and entertainment scene. "Each of these individuals has stepped out of their comfort zones and subverted social norms in pursuit of their passions," added Bockenmeyer. 

While Samsung declined to comment on the monetary value of the campaign, Bockenmeyer said the company aims to build a stronger emotional connection with Millennials and Gen Zs. Driven to make a difference on issues that matter to them, Millennials and Gen Zs are already living the "do what you can spirit". However, they might not be aware of it. By spotlighting young changemakers and sharing authentic stories from surrounding peers, the campaign aims to inspire "these young people to embrace the power of innovative technologies to overcome the odds and drive positive change," he explained. 

To reach out to the intended Gen Zs and Millennial audiences, the company has employed a social-first approach with Instagram, TikTok, and YouTube as the key media platforms to drive engagement and participation. Focusing on the five countries featured in the campaign, the company is also reaching out to Millennials and Gen Zs in Indonesia and Australia with #LampauiBatasmu for the former and #UNDSCVRD, a talent contest hosted solely on TikTok for Australia. The company would also be leveraging its own roster of local KOLs and media personalities in each country, with calls for entries from the public to join the #TeamUnstoppable contest. 

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