Samsung Canada kicked off its Galaxy Note 4 campaign Oct. 24 with a series of experiential in-store events.
The phone maker hosted what it branded as “S-carpet” events at three GTA malls and its three Samsung “experience” stores in Western Canada.
At the activations, run by Mosaic Experiential Marketing, consumers were invited to use the phone’s “S Pen” stylus to draw a design that was then printed on a custom t-shirt.
According to Samsung Canada CMO Mark Childs, the brand plans to run a similar activation at a second round of events it will host this winter in partnership with Rogers during the broadcaster’s Hometown Hockey cross-country tour. Instead of t-shirts, consumers will be able to print their designs on pucks at the 13-stop tour.
A full campaign will launch Nov. 4, and will include TV spots, digital video and a YouTube masthead takeover. The campaign utilizes a global tagline, “Do You Note?”
Childs said the tagline is meant to rhetorically ask the question of whether consumers have tried the phone, which hit store shelves in Canada last week.
The TV spots were created in the U.S. but have been adapted for the Canadian market by Samsung’s Canadian agency, Cheil. Childs said the spots will have a unique Canadian call to action.
Cheil also created other campaign media, such as its social media materials. North Strategic was tasked with PR for the campaign, while Starcom handled the media buy.
As part of its influencer outreach, the company will partner with Toronto Life on its annual “50 Most Influential People in Toronto” list and event. It will also be seeding the phone with media and bloggers. Childs said the influencer program aims to reach “late millennials” who are early adopters.
Feature-wise, the campaign focuses on the phone’s pen, which Childs said is its main differentiator in the marketplace. Speaking about the “S Pen,” Childs said, “It’s what defines the Note 4. It’s what makes it unique and we believe not just the latest technology, but a very practical, easy to use device.”
When asked how the launch of the competing iPhone 6 — which is part of the large screen phone market first the first time — last month impacted Samsung’s communications strategy, Childs said only that he believes the Note is the leading large screen phone.
