Samsung's LTE Galaxy Watch6 campaign unlocks connectivity without constraints

Samsung India has launched a new campaign to refresh consumer memory about the LTE feature on its Galaxy Watch6 smartwatches.

Titled "World on my watch" the Cheil-created campaign reiterates the brand proposition of LTE smartwatches—for their ability to receive calls and messages, but they also enable users to make payments, navigate streets, monitor wellness, and stream content without being tethered to their smartphones.

The latest marketing effort builds on an introductory campaign run in June last year, where the Korean giant first highlighted the LTE feature with the message, "No matter how far you go without your phone, the Galaxy Watch6 with LTE keeps you connected." This previous campaign demonstrated various functionalities of the series, including e-wallet, health and wellness, streaming, navigation, and more.

The new film opens with a lover's tiff that results in the protagonist losing his phone to his girlfriend. Despite this, he continues his daily routine without any hiccups, thanks to his reliable companion—which helps him access his "wallet, web, wellness, and way" on his phone.

While Samsung refers to this feature as LTE, Apple calls it 'cellular.' Both manufacturers offer this feature in their latest smartwatches. However, consumers must activate the service for the watch through the same carrier as their mobile phone, at a cost.

Though not a unique feature, the Galaxy Watch6 has a definite price advantage over Apple's Series 8 or 9, especially in the LTE versions, where the upgrade costs nearly double with Apple.

Both brands made substantial upgrades to their displays last year, and the resolution and pixel density are almost identical between Samsung and Apple's newest watches. The significant difference lies in the software—the crucial software isn't on the watch; it's on the phone with which it pairs. While there are options to pair Apple with Android, this is still very nascent and impractical when each platform offers enough premium watches.

Campaign's take: In a simple musical narrative, Samsung's new campaign successfully highlights all the features embedded in its LTE-enabled smartwatch. With supers like "web on watch" and "wallet on watch" everything is spelled out clearly. Sometimes, keeping it simple and listing the benefits of a product, especially when it's a tech-enabled smartphone, can be more effective than striving for a deeper emotional connection.

CREDITS:

Agency: Cheil India
Chief operating officer: Sanjeev Jasani
Chief creative officer: Vikash Chemjong
Campaign director: Kapshin Cho
Chief strategy officer: Sourav Ray
Business head: Saksham Kohli
Group creative directors: Manoj Pandey, Sachin Ambekar
DGM Strategy: Kunal Ghosh
Creative director: Prabhjeet Singh Oberoi
Art director: Aditi Baldha
Account manager: Varun Mathur
Agency producer: Revati Ahuja