The challenge: "One product, but two very different audiences to convince."
Galaxy A was set to be a hit: flagship features at a budget smartphone price. But who needed to hear about it? A teenager saving every złoty for a new phone and a parent about to buy it as a First Communion gift see the same product very differently. As a brand outside FMCG, Samsung had no shelf space or in-store customer touchpoint here. It needed a partner who could connect both worlds with one coherent message.
Żabka Ads brought its greatest strengths: knowledge of who visits stores, when and where, and an app those people use every day.
Samsung’s objectives were clear:
- build awareness of the new device range,
- reach two different audiences with distinct insights,
- drive traffic to the sales website and generate real conversions.
We proposed precise contextual targeting, drawing on the potential of the Żabka network and the Żappka app: Poland’s largest retail ecosystem.
One product, two communication worlds
Rather than a single universal campaign, we developed two narratives with the same brand voice but different messages. Using demographic, location and purchase data from the Żabka network, we divided communication into two streams, each tailored to a very different insight.
For young people aged 16–25, we focused on Galaxy A’s modern features: performance, photo quality and AI capabilities. The creative was dynamic and inspired by social media, displayed where and when young people most often visit Żabka: in the afternoons and evenings.
For parents and older audiences aged 35–50+, reliability, security and durability were the arguments that mattered when spending the household budget. Another highly relevant insight was that First Communion season naturally prompts parents to look for a phone for their child. We showed them the product just when it was on their minds.
Offline and online working together
We built the campaign around two mutually reinforcing pillars.
Offline: the campaign ran on 560 DOOH screens in Żabka store windows. The ad appeared nine times an hour throughout May and early June 2025. We precisely matched locations and airtimes to the places and moments when the target audience was most likely to be present.
Results:
- 2,890,000 unique campaign viewers
- 5,780,000 ad contacts
Online: the activity was complemented by the native Stories format in the Żappka app, with a CTA linking directly to the Galaxy A purchase page. On its first day alone, the campaign reached 850,000 unique users, generated 12,000 opens and 1,000 clicks, achieving an 8% CTR.
GALAXY A CAMPAIGN RESULTS
Two channels. One coherent message.
Customers first saw Galaxy A in the store environment and then encountered the brand again in Żappka. Offline and online stopped acting as separate channels and created one coherent prompt that moved people from interest towards purchase.
Why did it work?
Galaxy A × Żabka Ads shows that a good retail media campaign is about precisely matching the place, time and language of communication to an individual, rather than placing a banner wherever possible. Four factors made it work:
- Precise contextual targeting: Żabka footfall and customer demographic data helped us match locations and airtimes to specific audiences.
- Two communication streams: one product, but different messages and consumer needs. Personalisation made the campaign more effective.
- Online and offline synergy: combining DOOH with an in-app placement extended reach and reinforced the message.
- Well-chosen timing: May and June are a natural period for purchase decisions, including First Communion gifts, which further strengthened purchase intent, particularly among parents.
A precedent: retail media for a brand without shelf space
This is one of the first examples of a brand outside FMCG, with no physical presence at the point of sale, fully using Żabka’s retail media potential to build awareness and drive real traffic to a sales website.