Advertising Strategy for Samsung Galaxy Series Mobile Phones on Through the Line Media during The COVID-19 Pandemic in Indonesia

Abstract

During Q1 2021, Samsung Indonesia produced a great deal of advertising for their mobile phones from the middle segment to the premium segment. As a leading technology company in Indonesia with a high level of trust in society, Samsung always tries to reach its audience through many advertising media with different functions and goals. Focusing on the production of advertisements using Through the Line (TTL) media, this research was conducted to find out in detail the advertising strategy of Samsung Galaxy series mobile phones in marketing activities that play a strong role in maintaining the brand image of Samsung Indonesia. The study used a descriptive study design with a qualitative approach. The location was at TBWA\, a full-service advertising agency, and the data collection techniques were systematic observations. The expected advertising strategy was to achieve campaign objectives as a bridge between the client and the internal team. The advertising technique focused on by Samsung’s advertising campaign was Through The Line (TTL) media; with this, Samsung is expected to reach a wider audience and gain greater exposure. This is said to be effective for the sustainability of the Samsung brand in maintaining their image as a technology brand with a large number of users in Indonesia.

Keywords

• advertising strategy
• Samsung Indonesia
• through the line
• COVID-19