Samsung India has rolled out an integrated campaign to promote its new ‘water, shock and dust-proof phone’, Samsung Marine B2100.
“The objective of the campaign is to reinforce Samsung's brand position of ‘Next is what’ in India,” said Alok Agrawal, COO, Cheil India. “Samsung has been known for its sleek and stylish phones. The campaign is to prove that Samsung is also capable of making sturdy, rough and tough phones.”
This mid-level phone clearly targets two distinct audiences: Upwardly mobile people who have an alternate adventurous lifestyle and thus, will buy B2100 as an add-on phone, and entry-level consumers who will stretch themselves to buy the product as their first as it suits the kind of ‘rough and tough’ work they do such as on construction sites, coastal areas and oil rigs. “The campaign highlights the key features of the phone - water proof, shock proof and dust proof and hence strengthens the ‘ruggedised’ positioning of the phone,” added Agrawal.
Watch TVC here:
Built around the creative concept “One Life. Challenge it”, the campaign shows the phone braving one of the elements of nature, water, in its most ferocious form and coming out unscathed. “The concept is really a real life demo. I believe that the product differentiator/s are so strong that the unique ‘big idea’ is the phone itself,” explained Prathap Suthan, NCD, Cheil India. “Shot in a real life situation, the campaign answers a lot of lifestyle limiting issues that normal mobiles throw at us. It suddenly opens up the outdoors angle, and encourages people to take their phone into places that they wouldn't have earlier.”
The campaign was shot in Ash River, Clarens, South Africa by Jonathan Parkinson and produced by the Reel Company.