In a groundbreaking partnership that underscores innovation and customer-centric marketing, Samsung Electronics West Africa has teamed up with popular Nigerian quick-service restaurant chain, Chicken Republic, to deliver a unique campaign targeting young, tech-savvy consumers.
The collaboration, centered on the newly launched Samsung Galaxy A06, merges cutting-edge smartphone technology with the fast-paced lifestyle of food lovers. With every purchase of the Galaxy A06, customers can use their device’s IMEI number to claim a complimentary “Refuel Sabi” meal, delivered conveniently via Chowdeck, a leading food delivery platform.
Oge Maduagwu, Head of Marketing and Communications at Samsung Electronics West Africa, described the partnership as a perfect blend of technology and lifestyle. “The Samsung Galaxy A06 is designed for a younger audience looking for affordability without compromising on innovation. By aligning with Chicken Republic, a brand that resonates with this demographic, we’re not just selling a phone, we’re creating an experience,” she said.
Rolling out the campaign across more than 100 Chicken Republic outlets nationwide, the initiative has been hailed as a logistical triumph. From conceptualization to overcoming backend challenges, the execution required meticulous planning and collaboration between Samsung, Chicken Republic, and their agency partner, Wild Fusion Limited.
Agatha Emina, General Manager at Wild Fusion Limited, expressed her pride in managing the project. “This partnership is a testament to what’s possible when brands unite to bring value to customers. From ideation to execution, it’s been an exciting journey,” she said.
The campaign has not only boosted visibility for the Galaxy A06 but has also driven foot traffic to Chicken Republic outlets. Social media buzz surrounding the partnership has seen consumers sharing their experiences of the campaign. From spotting branded T-shirts at outlets to speculating on whether Samsung phones could be sold at Chicken Republic locations, the initiative has sparked widespread interest.
Uzoma Franklin, a Coca-Cola executive, humorously commented, “Can we eat at Chicken Republic and get a Samsung phone? Asking for a friend who likes both the food and the phone!”
The offer of a free meal with the Galaxy A06 highlights Samsung’s commitment to customer value. By collaborating with Chowdeck for seamless meal delivery, the tech giant ensures the campaign experience extends beyond the point of purchase.
This partnership exemplifies the power of strategic alliances in today’s competitive market. It positions Samsung as not just a technology provider but a lifestyle partner, creating memorable experiences for customers while leveraging the reach and appeal of Chicken Republic.
While celebrating the success of the current campaign, Samsung is already looking ahead. “In the Samsung way, we are on to the next big thing. No resting on laurels,” Maduagwu affirmed.
As brands continue to innovate to meet the evolving needs of consumers, this partnership sets a benchmark for how collaborations can drive engagement and create lasting impact. The Galaxy A06 campaign, with its fusion of technology and culinary delight, has certainly proven to be a game-changer.
