Campaign India Team
Apr 24, 2014

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

Watch the global ad campaign conceptualised by Cheil Worldwide here

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.
Source:
Campaign India

Related Articles

Just Published

1 hour ago

Anish Varghese moves to Liqvd Asia as CCO

Last full-time stint was with Isobar

3 hours ago

This is almost the best time to put out our brand ...

The head of global brand, explains the strategy behind the much-talked-about recent three-film campaign, why Oyo is advertising even when Covid-19 cases are rising, and more…

5 hours ago

OMD MudraMax launches AI-backed media buying tool

Bingo aims to help marketers achieve brand and sales goals by identifying platforms and optimising media spends in a transparent and open manner without human intervention

6 hours ago

Sanjeev Kumar joins Indigo Consulting as SVP

Takes over from Krishna Chandaluri