Start with Samsung

  • Leila George

Created as part of Brixton Finishing School. Brief set by RAPP: Create a campaign targeted at Gen Z which promotes the new Samsung A Series, the Samsung Galaxy Smart Buds and the Samsung Galaxy Watch. Account for COVID-19, lockdown and the effect it may have on on Gen Z. Link back to the proposition 'Better Together'.

Brand Insights:
  • The founder started off selling noodles and after the Korean war the company was brought to life. Times were tough, much like the current pandemic.
  • 'Samsung' means ‘3 Stars’ in Korean. The founder wanted Samsung to be known as a brand that was infinite with its ideas like the galaxy.
  • Their advancement and expansion came from the development of over 80 businesses. Samsung became a master in all areas, innovating and working smart, much like the Gen Z hustler mentality that has been showcased during the pandemic.

Audience Insights:
  • Gen Z want to start their own businesses with a large proportion having already started one.
  • Gen Z use Netlifx, Twitter, Instagram and TikTok most and value brands that provide authentic and engaging content on the social media they use. They like organic content and hate paid ads.

Project Tags


  • RAPP logo


    • Advertising
  • Samsung UK logo

    Samsung UK

    • Technology
  • Brixton Finishing School logo

    Brixton Finishing School

    • Social Enterprise