Samsung Canada is leveraging global campaign assets as well as Canadian-focused digital activations for its ultra high definition (UHD) television campaign ahead of Black Friday.

With media by Starcom, the global creative by Cheil Worldwide is from a campaign called “Wildlife,” shot on location in Rwanda, that features a documentary crew capturing images of gorillas and other wildlife. Creative from the campaign is being used in print ads placed in the Globe and Mail through the end of the month, with cinema ads running across Canada until mid-December.

For the Canadian creative by Cheil Canada, Samsung leveraged its partnership with Hockey Canada to create digital ads featuring hockey players on the big screen that it hoped would resonate with Canadians specifically. The campaign also includes “very geo-targeted” OOH buys in Quebec on digital screens in key office buildings and transit routes, as well as non-UHD specific Samsung radio ads.

The campaign targets “premium consumers” aged 30 plus, with a base household income of $75,000. Karyn Percival-Berry, senior manager, consumer electronics, Samsung Canada, tells MiC that goal was to get the relatively new technology in front of potential consumers before the holiday rush.

The campaign runs through the end of November, but Percival-Berry tells MiC that a TV campaign is in the works for December, though details can’t yet be confirmed.