Samsung, along with Tata Indicom, has rolled out a new campaign for its entry-level model, Super Hero. Targeting SEC B and C self-employed males such as carpenters, delivery boys and shopkeepers, the campaign promotes the Advanced Mobile Tracking (AMT) feature of the phone.
“The campaign is built around the fact that safety of their mobile phones is of utmost importance to Super Hero’s target audience,” said the company’s spokesperson. “Thus, the creative idea simply showcases how difficult it is to get away with an AMT-activated Samsung Super Hero.”
Says Prathap Suthan, NCD, Cheil, "On a product feature superiority, I think this answers the most basic and most primal of our cell phone fears. About losing the physical phone, and all the contents - especially all the contacts and numbers, and whatever else critical has been saved. I see this advantage as part of Samsung Mobile's continuing 'Next is What?' philosophy and brings the commitment alive while always keeping the cell phone owner in charge of the situation."
Watch the TVC here:
The Cheil-developed spot shows a mobile phone thief being dragged back to the rightful owner of the phone by an invisible force. It thus highlights the positioning that one cannot get away easily with stealing a Super Hero phone.