Publicis · Samsung · Argentina
Samsung launched its new Galaxy S24 in Argentina with Taggify
Pre-launched its Galaxy S24 in outdoor advertising in the city of Buenos Aires.
Partners
The technology brand used Taggify's Digital Out-of-Home (DOOH) programmatic platform during May and June. Find out the results of the launch of its most awaited AI model.
THE CHALLENGE
Samsung had to publicize the benefits of the pre-launch and the product's new features in the Argentine market. To do so, it partnered with the agency Publicis Groupe, and used the following Taggify DSP features.
THE SOLUTION
- Audience optimization: Thanks to the advanced precision of Taggify's DSP platform, and the optimization of screens by CPM, the campaign focused the strategy on audiences in the vicinity of the stores that had the new Samsung Galaxy S24.
- Product focus: In addition to the pre-order advantages, the creative showed the new device's features, such as the available colors. Some of them were onyx black, marble gray, cobalt violet, amber yellow, sandstone orange (online exclusive), sapphire blue (online exclusive) and jade green (online exclusive).
- Priority in shopping malls: The screens selected by Samsung in Taggify's DSP platform were grouped in the most relevant shopping malls in Capital Federal: Balvanera, Caballito, Palermo, Recoleta, Belgrano, Villa Crespo, Retiro, Almagro. Thus, Samsung took advantage of consumers' purchase intentionality and the opportunity to reveal the benefits of the pre-launch. Other formats used were large LEDs and totems that complemented the campaign strategy.
As a result of this successful DOOH campaign, Samsung achieved 2 million impacts. This was reflected in an increase in the ROI of the advertising campaign.
