Singapore – Samsung places Galaxy AI in the spotlight in its latest global campaign for the newly-released S25 series. The campaign was made in collaboration with creative agency BBH Singapore.
Amplifying the flagship phone series, the campaign emphasises how Galaxy AI, Samsung’s built-in collection of AI features, is fundamental to users’ daily lives.
To boost engagement, the integrated campaign includes a film and a series of commercials revolving around the smartphones’ new AI features.
As part of the campaign, BBH Singapore conceptualised characters to be featured on various content across channels. The characters, placed in different situations, represent how Samsung can help make their experiences better.
The global campaign is set to roll out in the following weeks across social media and digital channels, television, and cinema.
“We identified a crucial opportunity with the S25 Ultra launch to transform how people think about Galaxy AI. Through an audience-centric campaign built around genuine everyday insights, we’ve shown how Galaxy AI naturally fits into people’s lives – not just as innovative tech, but as a companion,” Sascha Kuntze, chief creative officer at BBH Singapore, said.
Sung Chang, executive vice president at Samsung Electronics, commented, “Working with BBH, the campaign perfectly showcases the next chapter of Galaxy AI, welcoming a new era where your phone understands and adapts to you like never before.”
