This was the 2017 launch campaign of the Samsung Galaxy A Series in Vietnam, featuring local celebrity couple Đông Nhi and Ông Cao Thang. A popular mid-tier range, this mobile phone is targeted at a young but aspiring segment that idolise trendsetters and focuses more on the functional aspects of a phone because they are not able to afford the premium models. Hence the creative concept had to balance a mix of aspiration and functionality by demonstrating the functionality in an aspirational context. This concept struck that perfect balance whilst seamlessly placing it in the lives of the celebrity couple. For consistency and for market specific reasons, Samsung Vietnam, adopted a TVC centric campaign style where the TVC story is essential replicated across the other medium. The entire 360 campaign included a responsive pre-order microsite, a social media campaign, print, outdoor, in-mall engagements and the works. Below find some snapshots of the same.