Samsung - Allout FactZ

Samsung, the mobile category leader in Romania, struggled with Gen Z consumers’ perception: they considered Apple to be the cool one and were not impressed by superior technical specs, Samsung’s forte. But the brand understood there was something more important to Gen Z than coolness: being there for their struggles.
By addressing a deep Gen Z problem: their paradoxical connection to everything through their smartphones, that causes them a great disconnection from each other, Samsung found an effective way to became part of the solution, while delivering outstanding results.