In line with the anticipated launch of the Galaxy S24 smartphone series, Samsung has launched a multi-touch point campaign to feature the phone’s new features, primarily ‘Galaxy AI’ which features AI-powered features users can use to improve their smartphone experience, from searching online to photo enhancement.
For this global campaign, Samsung tapped BBH Singapore to create multiple marketing assets, ranging from a multitude of campaign films to the takeover of The Sphere in Las Vegas following the CES2024 event.
MARKETECH APAC recently spoke exclusively with Sascha Kuntze, chief creative officer at BBH Singapore, to learn more about the agency’s creative direction for this global campaign and tackle how to engage brand love despite Samsung being a technology brand.
On creating a unified brand message
For Kuntze, a unifying brand message for this Samsung global campaign is the ‘main character energy’ wherein it focuses on portraying the user as being able to do numerous possibilities–all at the tip of their fingers.
“The campaign is connected by the confidence an S24 Ultra gives you – we referred to it as ‘main character energy’. Working with such a diverse set of production partners became a superpower that helped make this campaign truly global,” he said.
He added, “From a teaser film reminding people of Samsung’s many mobile innovations over the years, to a teaser stunt in partnership with Marvel, to the intro film that has notched up 30m organic views, to the feature film series directed by Tom Kuntz at MJZ – every element of this campaign fits together thanks to a laser-focused brief: announce a new era of mobile AI.”
When first approached by Samsung, Kuntze said that they aimed at creating this campaign to rein in a new era by speaking to the product and how it takes the old ways of doing things and offers us a new effortless way.
“Once you’ve experienced it, there’s no going back. Even more important than showcasing the S24’s key features was showing the emotional benefits that Galaxy AI will give you. That was a primary goal of this campaign – Samsung is way ahead in terms of the technology, but the challenge is: could we build brand love to become more than just a tech brand by highlighting Galaxy AI’s emotional benefits?,” he explained.
Servicing the audience more than just cinematics
BBH Singapore has worked in multiple campaigns ranging from the global campaign for Jollibee to a music video for Income. More than just a cinematic campaign, what does BBH Singapore have to offer for its clients? Kuntze answered this by focusing on what matters most to consumers.
“I believe we’re working in service of the audience. We are asking for their time, so in return, we always need to think about what we’ve got to offer. We will never offer ordinary, because only the boldest and most beautifully crafted campaigns stand out,” he stated.
In the case of Samsung’s campaign, he stated that they worked with only the best production partners to create this campaign for Samsung, which included The Mill in London and Seoul, MJZ in the US, Academy Films, Prodco and String and Tins in the UK, Fuse Asia amongst others.
He also added that in this particular campaign, they noted that customers note of the many incremental advancements over the past few years being released, but nothing revolutionary – until now.
“To symbolise the arrival of a new era of Galaxy AI, we decided to tap into real-life moments and ‘inconvenient truths’ – those moments in life where we’ve always done things in a certain way, only now with Galaxy AI, these things become effortless. Just like that,”
Continue making global work from the heart of Asia
Kuntze also said how the scale of this campaign is a massive milestone for an agency from Singapore, as they are certain it is one of the biggest campaigns ever made from Asia.
“Singapore sits at the centre of the cultural world map – we have a diverse pool of talent here who understands different cultural nuances, and that helped us so much when it came to launching a campaign with a unified message that will resonate with audiences globally,” he said.
He concluded, “In addition to 18 films, we also launched several activations globally, including at Vegas Sphere last month. The scale of this campaign, and its impact so far, has fuelled our ambition to keep making global work from Asia.”