Samsung: Connecting Local Retailers
Client: Samsung
Project Name: Connecting Local Retailers
Main Challenge: Building custom technical integrations between Samsung's locked-down central system and seven distinct local retailer networks running legacy software.
The Challenge
Samsung spends the most on marketing in Vietnam.
Four or five top agencies compete for their account.
When this project started, Samsung switched execution agencies.
We had a good connection with this new agency.
We had not done any Samsung projects with them before.
We knew Samsung's complex system and strict working style.
So we naturally became the tech vendor for the project.
Changing the agency changed the whole way of working.
It shifted everything from the initial idea to collaboration and execution.
This was the least innovative campaign we ever built for Samsung.
Yet it became our best campaign and won a global award.
The core idea was simple.
We wanted to connect Samsung's system with top local retailers.
Execution was chaotic.
Samsung's system is complicated and heavily restricted.
Connecting it to seven or more local retailers was even harder.
Each retailer ran a legacy system with different standards.
They were unused to a global brand's rigid architecture.
Every retailer system required a unique technical solution.
We built custom connections for all seven retailers.
We accepted the challenge to satisfy our client.
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The Project Outcomes
