Samsung | Stand and Live

Integrated Brand & Social Impact Campaign

Building on the success of Lives With You, Samsung wanted to support communities recovering from conflict in Mosul through an initiative that connected its brand with a meaningful social purpose.

Samsung's global communications strategy favoured tactical, product-led advertising over thematic campaigns. Given the sensitivity of the subject, I challenged this approach and recommended a two-phase strategy. The first phase would establish an emotional connection through a bespoke brand campaign, followed two weeks later by tactical communications focused on product offers.

The response exceeded expectations. Product bundles sold out four times before the tactical campaign had even launched, demonstrating the commercial power of leading with an emotionally relevant brand message rather than an immediate sales proposition.

The success allowed planned media investment to be redirected towards community recovery, alongside contributions from product sales that supported the reconstruction of a local school. Samsung also established a Mobile App Academy for students.

Stand and Live was shortlisted at the MENA Effie Awards in the Electronics category, demonstrating how a carefully considered departure from established communications conventions could deliver both commercial results and meaningful social impact.