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Samsung unveils “My life powered by Samsung Galaxy S5” campaign

The global campaign, developed by Cheil Worldwide, takes a holistic approach to empower people

Samsung unveils “My life powered by Samsung Galaxy S5” campaign

The global campaign, developed by Cheil Worldwide, takes a holistic approach to empower people

BestMediaInfo Bureau | Delhi | April 25, 2014

Samsung-Galaxy-S5-TVC Click on the image to watch the TVC.

The world is inundated with tons of technology. Lots of them are quite out-of-touch, just technology for technology’s sake. With the world being increasingly flooded with jaw-dropping technology, innovation needs to be redefined to make it more meaningful. People have become ‘immune’ to innovation in peripheral features, and are more focusing on the basic features that matter to themselves such as camera, network speed, longer battery life and water/dust resistance.

The latest Samsung Galaxy S5 campaign seems to have got the perspective right by focusing on Samsung’s commitment to empower consumers. From the very beginning when Samsung and its 40-year-old marketing partner, Cheil Worldwide, started brainstorming for the campaign, they agreed to redefine what is innovation; it is no longer just about technology, but a means to keep moving people forward and bring changes in their lives; it is something that takes people’s powers to the next level, to maximise their potential; and it is meant to be an everyday way to improve daily life.

Therefore, the new Samsung Galaxy S5 campaign begins with people. The campaign focuses on how innovation is shifting from a ‘product centric’ to a ‘people centric’ point of view and acknowledges that meaningful innovations are inspired by consumers.

“With the Galaxy S5, Samsung redefines how technology innovation empowers consumers and enhances their everyday lives,” said Younghee Lee, Executive VP of Global Marketing, IT & Mobile Division at Samsung Electronics. “The campaign is about how the Galaxy S5 enables our consumers to stay connected in their own way to focus on what matters most to them.”

Wain Choi, Global ECD of Cheil Worldwide, added, “We created a campaign that translated the Galaxy S5's features as human powers. For example, instead of stating that the new Galaxy S5 had a fast auto focus camera, we adopted a different point of view by saying the user had the power to capture life in a blink. The new campaign is about enhancing and empowering the person's life.”

The campaign created by Cheil Worldwide takes a range of different shapes in 40 countries around the globe. It includes four official TV spots, feature-specific print and OOH executions. Malika Favre, a French illustrator, has brought bold and minimalistic take on outdoor screens in landmark sites such as Singapore, London, Milan and Amsterdam. A series of online videos has also been released to illustrate how Galaxy S5 becomes part of consumers’ lives and how technology; for example, the much-talked about Ultra Power Saving Mode, is enabling this.

The TVCs:





Client: Samsung Electronics

Brand/Product: Samsung Galaxy S5

Agency: Cheil Worldwide

Creative Head & ECD: Wain Choi

Production companies:

Westside Studio (for print ads);

Radical Media Inc. and Framestore (for TVCs)

Director: Tarsem Singh (for TVCs) Photographer: Chris Gordaneer (for print ads)

Director of Photography: Colin Watkinson (for TVCs)

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