Samsung Galaxy S5 moves from ‘product’ to 'people'

Samsung has rolled out the global launch campaign for Galaxy S5. Conceptualised by Cheil Worldwide, the campaign focuses on how innovations are moving from being 'product centric' to 'people centric'. 

 

The campaign consists of four films, three of which are currently on-air. The three films show various phone features (camera, water/dust resistant/longer battery life) and tell a story around how these features prove to be useful.

 

 

 

Younghee Lee, EVP, global marketing, IT and mobile division, Samsung Electronics, said, "With the Galaxy S5, Samsung re-defines how technology innovation empowers consumers and enhances their everyday lives. The campaign is about how the Galaxy S5 enables our consumers to stay connected in their own way to focus on what matters most to them.”

 

Wain Choi, global ECD, Cheil Worldwide, said “We created a campaign that translated the Galaxy S5's features as human powers. For example, instead of stating that the new Galaxy S5 had a fast auto focus camera, we adopted a different point of view by saying the user had the power to capture life in a blink. The new campaign is about enhancing and empowering the person's life.”

 

Besides India, the campaign takes a range of different shapes in 39 other countries. It includes four official TV spots, feature-specific print and OOH executions, informed the official statement.