Singapore – Welcoming a new generation of travellers, Samsung has partnered with BBH Singapore for a new global campaign that positions the Galaxy S24 Ultra with Galaxy AI as the ultimate travel companion for the summer.
As Gen Zs worldwide prepare for exotic adventures and new horizons, Samsung’s global campaign highlights how the Galaxy S24 Ultra, powered by Galaxy AI, is transforming the way travellers capture and experience their journeys, offering deeper and richer experiences than ever before.
Building on the S24 Ultra’s successful global launch in January, this campaign delves into the core of Gen Z’s travel aspirations.
Samsung understands that travel is filled with surprises, but those unexpected moments don’t always translate into the best memories. This campaign highlights how the Galaxy S24 Ultra, powered by Galaxy AI, can be the perfect travel companion to help with navigating travel hiccups like photobombs, unrecognised landmarks, and getting lost.
The campaign, featuring films, dynamic out-of-home displays, and social media executions, spotlights game-changing Galaxy AI features like ‘Photo Assist’, ‘Instant Slow-mo’, and ‘Circle to Search’ with Google, all designed to transform travel experiences. Familiar travel moments, such as “What am I eating?” and “Where am I?”are effortlessly answered by Circle-to-Search with Google, while social and digital ads address common photo issues like photobombs, seaweed in beach pics, and poor lighting, showcasing Galaxy AI’s ability to enhance images and preserve memories as they were lived.
The campaign runs across social media, digital video, and both static and digital out-of-home platforms worldwide.
Sascha Kuntze, chief creative officer at BBH Singapore, shared, “Following a successful launch as Samsung Mobile’s leading global creative agency for its flagship mobile, we’re thrilled to launch the next phase of this campaign. We wanted to seize this moment when Gen Z travellers are about to go explore the world. After experiencing the incredible capabilities of Galaxy AI firsthand, we knew this was the perfect opportunity to showcase its benefits and position the S24 Ultra as the ultimate travel companion.”
Earlier this year, Samsung also collaborated with BBH Singapore for the launch of its highly anticipated Galaxy S24 Series. The advertising agency produced a series of seven films showcasing the Galaxy S24’s most groundbreaking features. Among these was the official film introducing ‘Circle to Search,’ a feature Samsung developed in partnership with Google.
