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Samsung shifts focus from product to people with global Galaxy S5 campaign

Cheil Worldwide has launched a global campaign for key client Samsung.

The campaign for the Samsung Galaxy S5 aims to to show how the electronics firm is moving from a focus on the product, to how people use it.

One of the ads features the dust and water resistant features of the Galaxy S5.

Another shows how the phone’s camera can sharpen images in backlit environments.

A third features the phone’s extra long-life battery.

As well as TV, the campaign includes feature-specific print and outdoor.

In Asia, it will run in mainland China, Taiwan, HK, Thailand, the Philippines, Indonesia, India, Japan and Singapore.

Younghee Lee, EVP of global marketing, IT and mobile division at 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 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.”

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