Galaxy S5 campaign takes a holistic approach to empower people

25 Apr,2014

By A Correspondent


The latest Samsung Galaxy S5 campaign attempts to get its perspective right by focusing on its commitment to empower consumers. The campaign focuses on how innovation is shifting from a ‘product centric’ to ‘people centric’ point of view and acknowledges that meaningful innovations are inspired by consumers.


“With the Galaxy S5, Samsung re-defines how technology innovation empowers consumers and enhances their everyday lives,” said Younghee Lee, Executive Vice President of Global Marketing, IT & Mobile Division at Samsung Electronics. “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 of Cheil Worldwide added, “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.”


The campaign created by Cheil Worldwide takes a range of different shapes in 40 countries around the globe. It includes four official TV spots, feature-specific print and OOH executions. Malika Favre, a French illustrator, has brought bold and minimalistic take on outdoor screens in landmark sites such as Singapore, London, Milan and Amsterdam. A series of online videos has also been released to illustrate how Galaxy S5 becomes part of consumers’ lives and how technology, for example the much-talked about Ultra Power Saving Mode, is enabling this.


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