Tribal Worldwide bags Samsung customer care duties across 11 APAC markets

Samsung has appointed Tribal Worldwide Singapore to lead the planning, development and roll out of mySamsung, a large-scale mobile customer care program that runs across 11 markets across APAC and Australia and ANZ.

Specific markets include Australia, New Zealand, Thailand, Singapore, Malaysia, Philippines, Vietnam, Taiwan, Indonesia, Cambodia and Myanmar.

mySamsung is a service which operates like a channel for customers of Samsung products. It aims to help customers better optimise, manage and earn rewards from their Samsung products and better engage them.

“We have great chemistry with the team at Tribal, and have been thoroughly impressed with their thinking and capabilities. They demonstrated a vision and commitment that made it easy to say yes. We look forward to growing the partnership over the years ahead as we jointly strive to deliver a better product experience for our consumers,” Irene Ng, vice president of marketing at Samsung Electronics for SEA and Oceania, said.

In a statement to Marketing, Tribal Worldwide said an innovation lab, to support to the design of mobile products and marketing solutions, has been created in Equator following the Samsung partnership. Equator is Tribal and DDB’s Singapore-based technology hub which was launched in support by the Singapore Economic Development Board (EDB).

“Working with Samsung is an excellent challenge to create great brand experiences, and a good test for the sophistication of our tech capabilities. We are delighted to have passed the test and done something great for mySamsung. This will be the first of many partnerships with like-minded companies looking to harness technology, products and processes to deliver superior customer experience,” Leslie Goh, managing partner of Tribal Worldwide Singapore, said.

Earlier this month, Samsung released its latest quarterly results which showed the Korean electronics giant estimated an approximate 50% jump in its fourth-quarter 2016 operating profit. According to Reuters, this was the highest profit figure in more than three years.

This was despite the company’s tumultuous 2016, which saw the brand affected by reports of exploding washing machines shortly after its Note7 saga, as well as being linked to a high-profiled corruption scandal involving its own country’s president.

Meanwhile, Samsung Electronics announced plans in December 2016 to acquire Harman International Industries for approximately US$8 billion, in a bid to boost its presence in the market for connected technologies, particularly in automotive electronics.

In Malaysia, Samsung tied up with Media Prima as the official sponsor of “2016-2017 Park Bo Gum Asia Tour in Kuala Lumpur.” This campaign aims to further promote the Korean brand’s latest Galaxy J7 Prime range, and deliver high brand reach and engagement with young and urban Malaysians.