The Challenge
Launch the Samsung Diva handset to 18–24-year-old females and establish it as a standout choice in a highly competitive market.

The Insight
For this audience, mobile phones are as much about self-expression and style as they are about function.

The Idea
Position Diva as the ultimate fashion accessory by aligning it directly with the fashion world.

Execution
A partnership with Elite Model Management, supported by exclusive fashion-led gift-with-purchase offers designed to attract attention and drive purchase.

The campaign was brought to life through ‘live’ Diva window displays, competitions and in-store handset demonstrations, securing strong retail presence for over three months.

Result

Best-selling female handset in Q2 2010