Campaign India Team
Aug 21, 2014

Samsung installs 'midnight rainbow' in London to promote Galaxy Tab S

Shona Ghosh of Marketing Magazine UK reports on the digital 'rainbow' built using 150 tablets

Samsung installs 'midnight rainbow' in London to promote Galaxy Tab S
A digital rainbow was built using 150 Samsung Galaxy Tab S tablets on London's Southbank, making a bright addition to the view over St Paul's Cathedral and the City.
The installation was unveiled on 19 August to show off the Galaxy Tab S tablet launched in June.
The company has tweaked each tablet’s 10.5-inch display to show off a spectrum of colours, giving the effect of an 8-bit rainbow. The idea is to showcase the Galaxy Tab S’ advanced Super AMOLED display – and to give its Twitter followers a chance to win one for themselves through the #midnightrainbow competition.
Russell Taylor, the company’s vice-president of corporate marketing, said the rainbow had been chosen as a universally positive symbol. "Creating a midnight rainbow has never been done before," he said. "We're excited to introduce this installation to the iconic Southbank skyline, inspiring people to appreciate and capture colour in new ways."
Brand: Samsung
Agency: The Red Consultancy
(This article first appeared on
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