Following the debut of the Samsung Galaxy S7 in March earlier this year, there were still potential consumers that needed more compelling reasons to make the upgrade.
To get consumers thinking about taking the leap, a new campaign by Iris focuses on people in their real, everyday lives using the phone to capture moments in imperfect conditions.
Iris used social media and tracked popular hashtags to discover less-than-perfect videos, then invited the people who posted then to try again with the S7. Two ‘experts’ were selected from Singapore, Taiwan, Malaysia and Indonesia—the markets where the campaign will be rolled out progressively this month.
The campaign also includes a competition, where consumers can win a new phone by sharing their own moments taken under less-than-perfect conditions via Instagram.
Irene Ng, VP, marketing, Samsung Electronics, Southeast Asia & Oceania
While leveraging the power of influencers has become the norm, we wanted to speak directly to our consumers by featuring the people they can relate to, whose lives and moments they can resonate with. This unique and effective campaign really allows us to showcase the Galaxy S7’s superior features in a real and authentic manner. By illustrating the difference in picture quality when using the S7, users can see how the camera works especially well in low light and wet conditions.
Luke Nathans, CEO APAC, Iris Worldwide
#S7MeanMore is our attempt in removing all veneer often associated with advertising, and showing to consumers that the phone truly and literally does mean more. With everyday people, we demonstrate in the most straightforward way how the Galaxy S7 allows users to capture and live in every important moment in their lives better.
Campaign Asia-Pacific’s view:
Promoting consumer tech is always a tricky endeavour, given the saturated market and price sensitivity of potential buyers. With this campaign, the pitch is straightforward and should go a long way in attempting to push customers who are sitting on the fence over to Samsung’s side.
We also like the campaign’s concept, which reaches out to regular users rather then well-known influencers, inviting them to recreate moments using a “better” smartphone. It certainly kills two birds with one stone, with a ‘see the difference’ demonstration to showcase the product and the boost in organic word of mouth from chosen consumers happy to have the brand reach out to them individually.
Client: Samsung Electronics
VP, marketing, Samsung Electronics, Southeast Asia & Oceania: Irene Ng
Corporate & brand marketing Director: Jaehoon Kim
Senior marketing manager, regional IM Business, Southeast Asia, Oceania & Taiwan: Geetika Bisla
Agency: Iris Worldwide
Creative director: Ed Cheong
Senior creatives: Sylvester Poh, Adam Yeo
Creative: Jessie Lam
Regional CEO: Luke Nathans
Group account director: Margaret Leong
Regional planning director (APAC): Mark Hadfield
Senior planner: Alasdair Gray