Samsung Canada is in the midst of an integrated marketing campaign aimed at millennials to support its new Galaxy S5 smartphone and next generation smartwatches, which launched globally last week.
The Canadian-specific effort called #TrendingNow will include display ads, pre-roll, out-of-home, social, experiential and PR activities that demonstrate to the target market how the new product’s technology and features helps them stay current and connected to their every day lives.
The company has already hosted events, engaging its target at sporting events to demonstrate a few key features, said Mark Childs, the company’s chief marketing officer. The remainder of the campaign rolls out this month and runs until the end of May.
The coming work will hone in on a few of the S5’s key features, which include increased security options, fitness tools like a heart rate monitor, an improved camera with a faster autofocus than previous models, IP67 dust and water resistance as well as better overall speed and performance.
This focus is part of a long-term strategy to engage young-minded consumers, but for this campaign in particular, Samsung Canada wanted to hone in the mobile-minded millennial, said Childs.
For instance, the #TrendingNow campaign will “bring to life how the 0.3-second autofocus can help you capture important moments immediately and then upload them [to social media],” said Childs.
“It’s not just ‘here’s a list of features.’ Here are relevant features for what you do in your life and for a young-minded consumer as a mobile millennial,” he said. “We know that this audience lives online [and] on camera.”
Cheil Canada is developing the creative, North Strategic is managing public relations initiatives, Starcom is handling media planning and buying, while Mosaic conducts the experiential portion of the campaign.
