The appointment came after a recent pitch. Dentsu, Cabe Rawit and Oze Indonesia were shortlisted early this month.
The campaign for the new product, Samsung Ativ, will be launched by November and will run until the end of the year. There will be another brief for a campaign next year.
Oze Indonesia has previously handled various marketing activities for Samsung, including an initiative to transform Samsung Mobile users' guide into a comic version that was used in Indonesia and other countries including Africa.
“As the new product is hybrid, one device that acts as both a tablet and a laptop, the biggest challenge of this campaign is to how to grab attention and win the hearts of consumers amidst the fierce competition in tablet and laptop market,” said Omar Shahab, global business director.
“We have devised a cutting-edge campaign strategy that is rooted with an in-depth insight of Indonesian consumers in both the tablet and laptop market,” he added.
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