Samsung | OmniaPro Launch | Singapore

Blurring the line between work and play, agencies Cheil Worldwide and Starcom Singapore take the campaign to the busy streets. In a guerilla on-ground event, participants dressed half in work clothes and wet suits hand out leaflets on Omnia Pro.

“Clutter is a key problem in the mobile category, with heavy advertising weekly from both mobile manufacturers as well as telecommunications operators,” said the team in Samsung. “A strong key communication idea that answers consumers' needs is paramount in achieving attention and relevance, especially since consumers today see large numbers of advertisements everyday.




Credits:
Project Samsung OmniaPro Launch
Client Samsung Asia Pte Ltd
Creative agency Cheil Worldwide, Singapore
Creative director Benson Toh
Art Director Alan Teo
Copywriters Carolina Ng, Norain Hamid
Agency producer Jenny Lim
Account servicing Charlene Wu and Terence Teh
Media agency Starcom, Singapore
Production company Groovy
Exposure Print, outdoor, online, ambient