Samsung Canada and the Toronto International Film Festival (TIFF) have partnered to bring Canadians closer to the red carpet.
The effort is designed to promote the brand’s new flagship devices, the Samsung Galaxy S6 edge+ and the Samsung Galaxy Note 5. The smartphones, which the brand is calling its most powerful to date, feature bigger screens, an improved camera and thanks to built-in streaming technology, allow users to broadcast content directly to YouTube.
At the heart of the execution is the Samsung Studio, located in David Pecaut Square. The studio will air the latest TIFF news via the brand’s recently-launched SUHD TV, and visitors to the space will be able to create and share user-generated content using the two phones. The brand will also have a presence at TIFF Bell Lightbox, where the SUHD TV will be broadcasting a live stream of TIFF-related social activity.
This is the first time Samsung has teamed up with TIFF. According to Mark Childs, chief marketing officer at Samsung Canada, the alliance fits with the brand’s strategy to market to digitally savvy consumers, and is also an attempt to bring the “brand to life” and forge a more personal connection with users.
“We felt that it was a perfect match, to try and get ourselves closer to young-minded Canadians who are our primary audience, and specifically get them closer to their passions. We know one of their passions is film and entertainment,” said Childs.
Samsung has also created the “Samsung TIFF Emerging Directors Showcase,” which will see the brand equip five up-and-coming Canadian filmmakers with a Galaxy S6 edge+ phone to create a short film. The young directors will receive mentoring from Oscar nominated director Jason Reitman and Oscar-winning screenwriter Diablo Cody, and throughout the festival will act as Samsung’s on-site ambassadors, bringing fans inside access to the red carpet, events and parties. Video shot by the filmmakers will stream live to YouTube and to the brand’s billboard at Yonge and Dundas Square.
The TIFF execution is part of a larger campaign to promote the new devices (which launched in Canada a few weeks ago) and includes digital, social and OOH.
Samsung worked with its agency of record Cheil on the effort, along with North Strategic, Starcom, and Mosaic. The campaign wraps up at the end of September.
