Samsung wins the Goldbach Youngstar Trophy for the 3rd time

Samsung, the internationally renowned technology brand, has once again won the coveted Goldbach Youngstar trophy. This is the third time that the company has been named the most youthful brand of the year in Austria in the Gallup survey, which is commissioned by media marketer Goldbach. Samsung, known for smartphones, wearable devices, tablets, household appliances, network systems, storage, semiconductor and LED solutions, achieved the highest vitality and youthfulness score of 2024 in the current survey. And not only that: no brand has been rated higher on these criteria for 3 years.

Samsung had already claimed the title in 2013 and 2016, and the company came second in 2021. This year, Samsung's continued perception as a young and vibrant brand once again put it at the top and enabled it to take home the Goldbach Youngstar Award.

Petra Müller, Head of Mobile Marketing Communications at Samsung Austria, is delighted with the award: "We are proud that our passion for technology and lively communication with our younger target group has been recognized with this award. Our communication and our campaigns are always customer-oriented - it's a way of life that we want to share. We also know that creativity is one of the most important drivers for the success of marketing campaigns. That's why we always try to keep our finger on the pulse and meet the expectations of our customers - and the customers of tomorrow."

"We are delighted that our collaboration with Samsung has borne fruit and been recognized with the Goldbach Youngstar Award. In such a competitive market, effectively targeting future generations plays a crucial role in the longevity of a brand, which is also reflected in media planning and strategy. We are grateful for our successful partnership with Samsung and look forward to further developing the brand's young positioning in the market," adds Jopeph Aberl, Teamlead Account Management at the supervising media agency Publicis Media Austria.

In addition to the outstanding rating in terms of youthfulness and vitality, Samsung enjoys broad approval and awareness among the population. With a supported awareness of 92% and a positive/neutral perception of 95%, the brand enjoys a strong position in the market. Over three quarters of respondents see Samsung as a brand of the future rather than the past. Even before watching the current commercial, 66% of participants described Samsung as "modern" and 56% as "innovative and new". The commercial itself reinforced the perception of the brand as youthful (+22%), funny (+24%), original (+10%) and special (+13%).

Oreo, represented in the selection for the first time, landed directly on the podium in its Youngstar debut. Third-placed Capri-Sun can also look back on a successful Goldbach Youngstar history. The popular classic drink for on the go took second place in both 2023 and 2020.

The Goldbach Youngstar is determined quarterly on the basis of a quantitative survey conducted by the Austrian Gallup Institute. The award is given to the brand that is perceived as the "most vital and youngest" in the young and young-at-heart target group. The score, which forms the basis of the result, is made up of 3 sub-scores: Brand - Spot - Before/After comparison. The associated annual Goldbach Youngstar Award is traditionally presented at the Goldbach Austria Summer Festival, which this year took place on August 29 at PIZZA SENZA DANZA in Vienna's Volksgarten.

"We don't just market the right environments to keep brands modern, young and vital. With the Goldbach Youngstar, we also support brand companies in evaluating the success of their advertising activities," says Goldbach Austria Managing Director Josef Almer, explaining the intention behind the survey, which has been conducted quarterly since March 2011. "Samsung is a worthy Youngstar winner that is not only at the cutting edge of technology, but also of advertising technology. We are delighted that a long-standing partner, with whom we also work closely in the addressable TV sector and offer innovative advertising solutions, has been awarded this well-deserved trophy."