The Challenge

In 2018, Samsung launched the Galaxy A8 — a device packed with smart, practical features that truly simplified daily life. But there was a problem: nobody was talking about them.

Despite the A8’s cutting-edge innovations — such as auto Wi-Fi switching (which turned Wi-Fi off when leaving known networks and turned it back on when returning) and fast-charging technology — the features remained underappreciated.

Surprisingly, Samsung A8 users themselves were unaware of the full capabilities of their own phones. Meanwhile, competitors’ users were not only aware of their phones' features but also vocal — turning every social gathering into a product pitch.

Samsung wasn’t lacking innovation. It was lacking conversation.

The Insight

What if we could make users aware of their phone's smart features exactly when those features were in action?
And what if we could trigger conversations by helping users realize just how “smart” their phone really is?

We realized that the key to driving organic, word-of-mouth promotion lay in timely relevance.
If we could connect with A8 users at the exact moment they experienced these hidden features, we could spark not just recognition — but pride. And pride leads to sharing.

The Strategy & Execution

We used contextual targeting and device signals to create a hyper-personalized banner campaign that didn’t just advertise — it reflected real-time experiences of the users.

• Wi-Fi Awareness Banner
  We monitored behavioral signals to detect when a user left a known Wi-Fi network or returned to it. At that moment, a smart banner was triggered:

• “Just noticed? Your Wi-Fi toggled automatically. That’s your A8 working smarter.”

• Battery Awareness Banner
  When the battery level dropped below a set threshold, we served banners like:

  “Running low? Your A8 charges in a flash. Time to power up — fast.”

These banners weren’t sales messages. They were live confirmations that the user's device was doing something intelligent, thoughtful, and helpful — without them even asking.

This campaign turned real-time functionality into personal proof points. We weren’t telling users their phone was smart.
We were showing them.

The Results

The outcome was beyond expectations:

• Significantly increased engagement on contextual banners, with click-through rates far above benchmark.

• A surge of online conversations, especially across tech forums and social media — with users finally acknowledging the A8's “hidden talents.”

• Notable uplift in sales during the campaign window, proving the influence of smarter, context-aware messaging.

• Most importantly, we turned passive users into active brand advocates, armed with pride and ready to share what made their phone smarter.

Conclusion

The Samsung A8 didn’t need more features — it needed awareness.
By designing a campaign that spoke to users in the language of their own behavior, we bridged the gap between product innovation and user appreciation.
And in doing so, we reignited the oldest — and most powerful — marketing strategy of all:word of mouth marketing.