Situation: While Apple and Samsung have held the lion’s share of the mobile handset market, a few other standouts have gained significant traction across various consumer segments. Pantech came to the US as an unknown player seeking to pursue the underserved lower-end of the mobile handset market. The company previously ran consumer-facing initiatives under other banners including Sky and Curritel (South Korea) and Helio Mobile (U.S).

Strategy: We launched a consumer PR campaign for a unique device, the C300, and conceived the “World’s Smallest Camera Flip Phone” tagline. Our extensive program included brand building, education and a regional promotional effort called the Dew Tour, with top athletes representing the company.

Results: Both Verizon and AT&T stores eventually carried Pantech as the company established itself as a force in the handset market and a less expensive alternative to Apple and Samsung. The effort succeeded across top traditional and social media, and with analysts.