Samsung launched a new advertising campaign that invites consumers to not only imagine but also to experience the complete freedom of a true mobile lifestyle. The campaign goes beyond showcasing products and features, and instead, illustrates the world of possibilities available through Samsung Mobile's advanced wireless multimedia phones.
The campaign targets 18-34 year olds who use wireless phones to facilitate their on-the-go lifestyle and view these devices as a symbol of their sophistication. The media buy includes national cable, spot television, cinema and print. Samsung Mobile's advertising campaign will run in major U.S. markets through the end of the year. "Samsung Mobile is pioneering the wireless multimedia revolution and a new reality for consumers who until now have only imagined the possibilities of a mobile lifestyle," said Randy Smith, vice president marketing, Samsung Mobile. "The new advertising campaign incorporates Samsung Mobile's keen consumer insights and reflects how the company empowers consumers through technology."
Developed by Cheil Communications and themed "imagine the world is your living room," the spots show hip, young adults lounging in elevators, on newsstands and on bulldozers viewing news, sports and entertainment content on their Samsung wireless phone. The characters' relaxed poses in non-traditional settings signal a cultural shift in where and how consumers access their broadcast entertainment.
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