Overview

Samsung Wallet entered the Saudi market to offer users a smarter, faster, and more secure way to make everyday payments. To position Samsung Wallet as a strong competitor within an already established digital payment landscape, Cheil KSA launched an integrated campaign tailored specifically for Saudi consumers.

Objective

1. Establish Samsung Wallet as a credible and reliable payment solution in Saudi Arabia.
2. Build strong awareness through localized content that resonates with Saudi lifestyles.
3. Highlight key advantages such as security, ease of use, and direct integration with Samsung devices.

Creative Idea

The campaign introduced Samsung Wallet through a locally produced Saudi film built around everyday moments that feel familiar and real. The idea was simple: show how quick, secure payments can fit naturally into daily life without effort or complexity. Using authentic Saudi dialogue and relatable situations, the story positioned Samsung Wallet as a tool that makes paying easier, faster, and more trustworthy. This was supported by social visuals highlighting key features, along with bank offers, giveaways, and promotional incentives to drive engagement and adoption.

Insight & Strategy

Saudi consumers are quick adopters of technology but place high value on trust, reliability, and convenience, especially within payment apps. The strategy was to introduce Samsung Wallet in a way that feels familiar, safe, and relevant to the Saudi lifestyle. Through localized content and storytelling, Samsung Wallet was positioned not just as another payment option, but as a seamless extension of the Samsung experience.

Execution

The campaign was deployed through an integrated digital approach, built around the Unpacked event to maximize buzz and exposure. It included full scale production from video production, script creation, casting, content creation, to management on social media platforms. The localized Saudi asset played a central role, emphasizing fast and secure payments through scenarios to spark conversation and reach local audiences effectively.

Results

The Samsung Wallet launch drove significant buzz and successfully positioned the app within the Saudi market as a trusted and competitive payment solution.

Total Performance:

• 1.1X Digital Buzz vs Target
• 1.7X Digital Buzz vs Last Year