Samsung Canada is marking the launch of the Galaxy S6 and S6 Edge with “Next is Now,” a campaign intended to signal that the next generation of smartphone technology is here.
Developed by Cheil, the brand’s agency of record, campaign elements include social, OOH, digital and POS. A launch event, which saw indie rock band Alt-J join representatives from the brand on stage, took place on Friday at Toronto’s Sound Academy.
Ahead of the official product launch on April 10, the brand offered consumers the chance to get their hands on the new devices with the #S6Lineup social media contest. It encouraged consumers to create a digital avatar, which would hold their place in line. Every time they shared content online using #S6Lineup, they moved closer to the front of the line, with one social media post equaling one point. When the contest concluded, the top six won a Galaxy S6 device, and the first in line scored a trip to a 2015 Stanley Cup Final game.
From April 2 to April 8, the brand erected a massive 80-foot LED billboard at Toronto’s Yonge and Dundas Square, which broadcasted what was happening in the virtual line. The six people with the most points had their avatars featured on the billboard, as well as on major billboards in Vancouver and Montreal.
“With each launch we work to develop a campaign that puts the consumer benefits front and centre by highlighting the latest innovations and key features that will excite them about the new device,” Mark Childs, chief marketing officer at Samsung Canada, told Marketing.
“For the Galaxy S6 and Edge, we are approaching the digitally savvy, youth-minded consumers who are living their lives online, socially. Our focus is to ignite a social conversation through highly shareable content that will educate and excite Canadians for the GS6 and edge.”
Childs added that “Next is Now” is the brand’s attempt at “cementing our leadership role” in the crowded smartphone space, and cited improvements in overall design, an improved camera, and “the world’s first dual- curved screen” as things that distinguish the new Galaxy lineup from other devices on the market.
In addition to the campaign’s creative elements, Cheil is handling social media, while Starcom is responsible for the media buy. North Strategic is tasked with PR duties, Mosaic is driving the direct to consumer and experiential elements, and Wright XM led on the #S6Lineup digital experience.
“Next is Now” will run throughout the first half of the year.
