CHALLENGE

Samsung identified a need to activate the Gen Z segment, particularly students, a group that historically hadn't been meaningfully reached by the brand's communication and values authentic experienced, identity and tangible benefits tied to their everyday academic and social lives.

SOLUTION

Samsung and Cheil Spain launched Samsung Students, an exclusive platform where students can access special discounts, promotions and benefits simply by verifying their enrollment in educational institutions. The "Only for people with class" campaign used AI to build a unique brand identity with humor and culturally relevant content, amplified through social media and anchored by a custom music track created with influencer Christian Flores to resonate with young audiences.

RESULTS



The activation successfully engaged the Gen Z audience, driving notable registrations on the student platform and enhancing brand relevance among students through meaningful offers. The portal provided access to exclusive discounts of up to significant percentages, extra benefits like a 5% first-purchase bonus and programs like Delivery & Trade-In, making it easier for students to acquire technology on favorable terms. The campaign generated strong engagement on social channels and strengthened Samsung's identity with a key growth segment.