Samsung urges consumers to take note

The electronics company's CMO Mark Childs tells MiC about the new integrated campaign for its Galaxy Note 3 with Galaxy Gear.

Samsung Canada is launching the Galaxy Note 3 with Galaxy Gear, its new smartphone and smart watch with an integrated campaign focusing on the urban areas of Toronto, Montreal and Vancouver.

The campaign, which runs from now until mid-December features work from Starcom, Cheil, Mosaic and North Strategic and targets young-minded consumers aged 25 to 45, but with a skew towards the older edge of that scale for this product, Mark Childs, CMO, Samsung Canada, tells MiC.

Consisting of TV, OOH, print and experiential elements, the campaign aims to share both features of the functionality of the new product as well as how people can use it in their lives, says Childs.

The campaign is built around “headlines” such as ” Look what we have up our sleeve,” “It’s not an accessory, it’s a game changer” or “The city’s newest power couple,” a tagline that is being used exclusively for Samsung Canada’s sponsorship of Toronto Life’s 50 Most Influential List and event, happening Nov. 7.

OOH ads in the campaign are focused on areas that target “young-minded consumers” in business centres and fashionable areas of the three targeted cities, says Childs.

Experiential elements in the campaign include in-mall testing in Vancouver, Toronto and Montreal, where teams of Samsung staff have set up shop, showing passersby the new launch and then acting as a tutorial guide if they go and purchase the products at the nearby store, he adds.