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In August 2020, Samsung launched its Galaxy Note update with the introduction of Note 20. Along with this product, Samsung also introduced products within the Galaxy lineup as a holistic campaign including Galaxy Buds Live, Galaxy Z Fold3, Galaxy Watch 3 and Galaxy Tab S7.
We begin the process with an immersed understanding of the target audience and marketing goals. From there, we determine the main product story that can drive the launch, from what will entice at the teaser phase to what will sustain the duration of the product life span. For Samsung Galaxy Note 20, the entire product campaign focused on a color story, the Mystic Bronze. This color narrative became the foundation that drove all creative solutions and united all products introduced within the same campaign. Conceptually and visually, from the Unpacked invitation that teased what is to come, key product visuals that heroed the new product color, and all supporting elements such as animations and ecosystem visuals with Mystic Broze being the focal point that expanded all stories.
The result was a visually impactful and cohesive visual identity system that elevated brand perception while delivering all the needs of the launch campaign. Additionally, in 2020, Samsung Electronics has become number five in the Best Global Brands 2020 list announced by Interbrand, a global brand consulting company, with its largest-ever brand value of USD 62.3 billion. Despite the challenging business environment brought on global companies by COVID-19 in 2020, Samsung saw a 2% rise in brand value from USD 61.1 billion in 2019 to USD 62.3 billion in 2020.