Samsung Electronics has once again demonstrated its commitment to innovation and consumer engagement, earning the prestigious 2025 Advertiser of the Year title at Spikes Asia. This recognition underscores the company’s dedication to solving consumer challenges through cutting-edge technology and compelling marketing campaigns that deeply resonate with audiences.
Blending Technology and Storytelling for Impactful Marketing
Samsung’s marketing philosophy is rooted in openness and connectivity, a belief that extends across its technological innovations and brand storytelling. Reacting to the award, Stephanie Choi, EVP & Head of Marketing for Samsung’s Mobile eXperience Business, highlighted the company’s drive to blend technology and storytelling to forge deeper connections with consumers.
“We are extremely honored to receive this prestigious award. As a company with deeply rooted beliefs in openness, we strive to reflect this ethos in everything we do,” Choi stated.
“This recognition is especially meaningful as we continue to expand our openness storytelling through innovative technologies and marketing experiences that make a positive impact on both people and the industry as a whole. By blending technology and storytelling to create deeper connections with consumers, we have worked alongside our amazing agency partners to bring our brand values to life in exciting ways – engaging, inspiring, and redefining what’s possible in advertising. We’re thrilled our efforts have been recognized and remain committed to delivering even more impactful experiences to our audiences.”
The Success of “Try Galaxy Fold” and Other Campaigns
Samsung’s continued dominance in creative advertising was further proven in 2024 when it secured four awards across multiple categories at Spikes Asia.
One of its most groundbreaking campaigns, “Try Galaxy Fold”, changed how consumers experience foldable smartphones. The campaign introduced an interactive demo that allowed users to sync two phones side by side, mimicking the Galaxy Z Fold’s expansive display and multitasking capabilities.
This innovative approach redefined consumer engagement by offering a hands-on experience without requiring users to visit a physical store. The campaign earned:
- Gold Spike and Silver Spike in Brand Experience & Activation
- Digital Craft Silver Spike
- Direct Bronze Spike
The success of “Try Galaxy Fold” reinforced Samsung’s brand values and helped increase consumer interest in foldable smartphones, a growing segment in the mobile market.
Industry Recognition and Future Outlook
Simon Cook, CEO of LIONS and Spikes Asia, praised Samsung’s approach to marketing, stating:
“Samsung’s groundbreaking work in blending technology with creativity continues to push the boundaries of what’s possible in marketing. Its ability to connect with audiences in such a meaningful way reflects the future of the industry, and we are proud to recognize it as the 2025 Advertiser of the Year. Their achievements inspire marketers globally, and this award acknowledges the incredible impact its campaigns have made across APAC and beyond.”
Samsung has remained one of the most awarded companies at Spikes Asia, consistently delivering bold and transformative campaigns that redefine brand engagement in the digital era.
Award Presentation at Spikes Asia 2025
The Advertiser of the Year Award will be officially presented to Stephanie Choi at the 2025 Spikes Asia Awards ceremony, set to take place at the Swissôtel The Stamford in Singapore on Thursday, April 24, 2025.
With continuous innovation in both technology and marketing, Samsung’s influence on global advertising trends is set to grow even further, reinforcing its position as a leader in consumer engagement and brand storytelling.
