Senior copywriter cực nhọc: Ha An
Art director cực khổ: Trammaru, Yan
Account team cực bào: Mai Nguyen, Trang, Nguyen
PH cực lẹ: Thor
Talent cực phẩm: Chị Cano, Mai Bao Vinh

The background

The Galaxy A series is Samsung's mid-range product line, encompassing a variety of segments. Among them, the Galaxy A06 belongs to the budget segment, targeting users with lower income levels. With a highly competitive price, the Galaxy A06 doesn't feature standout capabilities but fully meets basic usage needs. Therefore, the challenge lies in how to market the product with a relatable image while maintaining brand value and helping the product stand out from competitors in the same market segment.

The challenge

The brief was only "making a series of viral video to highlight product features of Galaxy A06 - the best price phone" when our planner hadn't have to time fine tune the strategy. We, creative team, were struggling to define to product role because its features are not significant. The only thing we can do (to highlight product features) is finding pain point that people can have with their old, small, lagged phone. And here we cracked it: