Samsung pushing personality of its first Canadian smartphone

The multimedia gizmo's name is Jack, and to drive buzz, mannequins manifesting its many facets - Jack of all Trades, Jack be Nimble, Hit the Road Jack - will be popping up in Vancouver, Calgary, Toronto and Montreal.

Available exclusively from Rogers Wireless and Fido, Samsung Jack – the company’s first wireless smartphone – is packed with power and functionality and enhanced with rich entertainment features for media junkies.

To get potential customers interacting with the new handsets, ‘Famous Jacks’ game squads will be popping up in major Canadian cities, including Vancouver, Calgary, Toronto and Montreal, for a five-week period beginning March 12. They’ll be testing consumers’ trivia and handset skills. Each participant will be handed a Jack smartphone to find the answer to a trivia question by searching for and bringing up on the screen a picture of the appropriate Famous Jack.

Everyone who interacts with the teams will receive a branded leaflet directing them to a contest microsite for a chance to win one of 20 Jack handsets or a grand prize of a trip for two to a one of four destinations.

‘Jack is unique, so we wanted to set it apart from other smartphones,’ explains Angela Fitzpatrick, senior account manager at Samsung AOR Cheil Worldwide Canada. ‘As soon as we came up with the name Jack, we realized it had great personality and wanted every aspect of the communication to reflect that, from traditional advertising to online to street level.’

Adds Erin McCarthy, client manager at Inventa, which is executing the street initiative: ‘The Jack mannequins offer us the opportunity to bring the true personality of [the phone] to life for our potential customers in a fun and unexpected way.’