Samsung Archives - MARKETECH APAC

Singapore – Samsung has recently rolled out a new global campaign alongside BBH Singapore, which features the Samsung Health and Galaxy AI and taps into Gen Z’s wellness dilemma and the fact that they can often find health information overwhelming.

The campaign focuses on the story of Stacey and Steve, who decide to go surfing in Fiji, something they did five years ago but haven’t done since they started their jobs. However, there’s one problem: they need to get fitter first.

Featuring a range of Galaxy products powered by Galaxy AI, they rebuild their fitness to prepare for the trip, competing playfully to spur each other on. We see them comparing their Energy Scores (a new feature on the Samsung Health app), recording their runs and swims on their Samsung Galaxy Watches, trying and failing to get fit at work and on their commutes and striving to improve in the run up to the trip. When they get there, however, there’s a fun twist, and the spot ends on a cliffhanger.

The ad, entitled “A Samsung Health Story: Racing to Fiji” is expected to be the first in a series, which will develop the characters and their “world” in future episodes. The longform version of the spot delves deeper into the storytelling, in a fresh approach for Samsung’s product campaigns, while the shorter edits focus on driving exposure to specific features.

BBH Singapore also leaned into the entertainment aspect of the spot; it was directed by comedic specialist Rhys Thomas at Stink Films, who has a stellar TV background. Best known for his work on Saturday Night Live, Rhys has also shot several other acclaimed shows like Documentary Now!, Comrade Detective and Hawkeye by Marvel.

The idea behind the film highlights that when you get personalised AI coaching from Samsung Health, you see a clear way forward, motivating you to stay on track and making health so much more enjoyable. The Energy Score, several other new Samsung Health features including personalised coaching through wearables, sleep and exercise features are showcased in the film.

The new campaign builds on BBH Singapore’s existing partnership with Samsung, which recently included launching a campaign for the Samsung Galaxy Watch.

The ad is running as a longform (2 and a half minute) spot as well as in 30 and 15 second edits, in global markets including UK, France, Germany and Korea and on platforms including YouTube, Instagram and TikTok.

Sascha Kuntze, chief creative officer at BBH Singapore, said, “We wanted to make something entertaining to show that health doesn’t always have to be serious and stressful. Thankfully, our clients bought into it and we were able to add elements of comedy to tell a really playful story.”

Meanwhile, Sung Chang, EVP at Samsung Electronics, commented, “With the launch of Samsung Health, the new Galaxy Ring and Galaxy Watch7 and Ultra, we introduced our new Energy Score – a daily measurement of your physical and mental vitality calculated by your sleep, sleeping heart rate, heart rate variability and daily fitness activities. And with Galaxy AI, you receive personalized insight messages and wellness tips to help you reach your personal health goals.”

Singapore – Samsung has partnered with BBH Singapore to launch a global campaign for the Galaxy Watch Ultra, their first smartwatch designed for extreme performance and powered by Galaxy AI.

Samsung and BBH Singapore’s campaign highlights how the Galaxy Watch Ultra is the ultimate companion for any adventure, with the tagline, ‘Wherever life takes you, make it Ultra’.

The 30-second TV and online commercial portrays an adventurer navigating rugged terrain—cycling down sand dunes, swimming in the ocean, and hiking snow-capped mountains—demonstrating how the Galaxy Watch Ultra supports both his extreme escapades and professional achievements. Complementing the visuals, the soundtrack features a contemporary rendition of the classic love song “I Will Follow You” by Ricky Nelson.

The campaign will run globally and will be accompanied by three online films airing on YouTube, Instagram, Meta, and X, showcasing the Galaxy Watch Ultra’s standout features, including its military-grade durability, water resistance, and extended battery life.

Furthermore, a series of engaging, feature-focused videos will run on Samsung’s social media to offer situational demonstrations of the watch, providing more detailed information in a quirky and entertaining manner.

Sascha Kuntze, chief creative officer for BBH Singapore, said, “Time flies when you’re having fun. Or making a campaign about an extreme watch. We’re thrilled to be a part of yet another flagship launch and to build the ambition of Galaxy AI together with Samsung.”

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.

Singapore – Samsung and telecommunications company Singtel have recently released their latest campaign film, titled “AI Do”, aimed at highlighting the power of technology to bring people together.

The film, directed by Golden Horse Award nominee, He Shuming, draws inspiration from Singtel Group’s purpose to empower every generation and the many versatile uses of the Galaxy AI.

In AI Do, Hee Joo and Aidan, who are Korean and Singaporean respectively, are getting married. Together with their families, they tackle a long task list as well as language and cultural differences in the lead-up to their wedding. To overcome their challenges, the characters use various AI features available on the Galaxy S24 Ultra, supported by Singtel’s strong and stable 5G connectivity.

Talking about the campaign, Lynn Chong, director and head of brand marketing, mobile eXperience at Samsung Electronics Singapore, said, “Galaxy AI creates new possibilities for our consumers. Through the film, we want to show what Galaxy AI can do, especially how it can help people of different backgrounds communicate and connect.”

Meanwhile, Anna Yip, deputy CEO of Singtel Singapore, commented, “We strongly believe in the power of technology to connect people, unlock opportunities and drive innovation. With this film, we’re demonstrating the impactful ways in which technology is helping families overcome cultural barriers and bond as well as the numerous conveniences that a digital lifestyle offers.”

AI Do will be rolled out across various channels and platforms, including digital streaming platforms meWatch, in cinemas, on Samsung and Singtel’s social media channels such as Facebook, Instagram, YouTube and TikTok, as well as in Samsung and Singtel’s retail stores.

From May 3, visitors to the Singtel Flagship Store at 313@Somerset and the Samsung Experience Store in VivoCity can visit a set similar to that seen in the film where they can experience Galaxy AI’s photo and communication features.

As an extension of the film, from May 10 to 16, Singtel and Samsung will also be inviting audiences to submit original ideas for a creative new Peranakan pastry featuring the most unlikely combination of flavours via its Instagram channel.

India – Samsung and Cheil India has announced the creation of the ‘No So Silent Library’, a silent nook for book lovers as part of Samsung’s participation in the Jaipur Literature Fest, one of the biggest literary festivals in the country, as well as to promote its Galaxy Buds2 Pro earbuds.

In the campaign, Samsung had stationed Galaxy Buds2 Pro with Active Noise Cancellation earbuds, along with Samsung Galaxy S9 series tabs at some the noisiest places in the city. People were invited to come and experience the library with a teaser message – Any place is a good place to read.

Upon plugging in the Buds2 Pro and choosing an audiobook from the Galaxy S9 series tabs, a literal library came up around them, further building on the ambiance to read. All the while subtly highlighting the features of the products.

Aditya Babbar, vice president, head of product and marketing at Samsung said, “Samsung has always set the benchmark when it comes to innovation and making technology accessible and appealing for everyone. With our association with Jaipur Literature festival, which has gained international recognition for fostering a unique blend of literary and cultural experiences, we displayed how innovative technologies can bring meaningful changes in our user’s lives.”

He added, “With the ‘Not So Silent Library’ campaign we show-cased how Galaxy Buds2Pro with enhanced 360 immersive audio and intelligent Audio Noise Cancelation (ANC) and Galaxy Tab S9 redefines the limits of possibility by setting up an ambient environment where avid book lovers could enjoy their favourite audiobooks, without any disturbance.”

Meanwhile, Vikash Chemjong, chief creative officer at Cheil India said, “The Not So Silent Library created a unique, noiseless reading experience for book lovers across Jaipur and they loved it! Social platforms were abuzz with mentions of the Not So Silent Library and the Internet at large celebrated the idea. The Not So Silent Library ended up creating a lot of noise for Samsung!”

Bangkok, Thailand – Samsung in Thailand has launched a delightful twist for influencer marketing-centric campaign for its Samsung WindFree™ Air Conditioners product lineup–with a grandmother being the surprising star of this campaign.

Dubbed the ‘Grandma-fluencer’ campaign, the campaign was conceptualised alongside BBDO Bangkok, and focuses on the challenge that while Samsung shines globally across various tech sectors, its air conditioner segment in Thailand faces the tough task of overcoming years of scepticism, especially among the vibrant youth of Gen Millennials and Gen Z.

The humorous online film for the campaign stars the grandmother of a popular Thai influencer, who dives into the world of air conditioning with effortless ease and a touch of mischief. Equipped with a knack for tech lingo and a smile that lights up the screen, she serves as an engaging and persuasive showcase of Samsung’s innovation.

Thasorn Boonyanate (Pete), chief creative officer at BBDO Bangkok, said, “This got us thinking: why not turn the grandmother, who rarely changes her mind, into an influencer with the mission to convince the whole family to change theirs, proving that even the most traditional-minded grandma can roll with the times.”

He also added, “By flipping the script on traditional influencer campaigns, we’re not just cooling rooms; we’re warming up to the idea that perhaps, in matters of comfort and cutting-edge tech (plus if grandma knows how to do a backflip out the window), grandma probably knows what’s best.”

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.

https://www.youtube.com/watch?v=5DaJN5nY6ds

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.”

Singapore – With the launch of its anticipated Galaxy S24 Series smartphone lineup, Samsung has worked alongside BBH Singapore to launch a new campaign signalling a new age of communication, creativity and collaboration through mobile AI.

With Galaxy AI leading the way in this new era of mobile AI, the S24 Series offers a new way to connect, create and get things done. The campaign began with a teaser film, Galaxy AI is coming, which celebrates Samsung’s long history of pushing the boundaries of what’s possible, from pioneering TV phones in 1999 to foldable phones in 2019.

The official film introduces one of its hero features, ‘Circle to Search,’ developed with Google. Following this, Samsung is also unveiling a series of seven films spotlighting Galaxy S24’s most revolutionary features.

Developed in partnership with Google, Samsung’s ‘Circle to Search’ flagship feature provides a new way for users to intuitively search for anything on their phones with only a simple gesture, and without switching apps.

The series of films also involved a multitude of production houses, which includes Academy Films UK, Albert Park Production, Final Cut, Fuse Adventures in Audio, Fuse Asia Sdn Bhd, Globetrotter, Immigrant, MJZ, ProdCo, Room 121 Seoul, Strings & Tins, TenThree UK, The Lift Mexico, The Mill LA, The Mill Seoul, The Mill London, and The Quarry.

Sonia Chang, VP at Samsung Electronics, said, “Samsung is ushering in a new era of mobile AI with the release of the Galaxy S24 Series, which makes everyday experiences more epic. From awe-inspiring creativity to barrier-free communication, what better way to showcase the different ways Galaxy AI ignites new possibilities than with the launch of a multi-faceted global campaign.”

Meanwhile, Sascha Kuntze, chief creative officer at BBH Singapore, commented, “Partnering with Samsung Electronics to launch a global campaign at this scale makes us very proud. This campaign ushers in a new era of mobile, but also a new era of advertising from this region, proving that world-class work can originate here in Singapore. Singapore’s talents, its diversity, cultural sensibility, and its drive for innovation is a unique advantage when it comes to launching products that debunk the status quo.”

The multiple film launch is part of BBH Singapore’s continued work for Samsung following its takeover of The Sphere in Las Vegas during CES 2024.

Mumbai, India – Global consumer electronics company Samsung has recently announced the inauguration of its first online-to-offline (O2O) store in India at Mumbai’s Jio World Plaza mall. This new store inauguration aims to strengthen the company’s grip in the Indian electronic market.

The store, called Samsung BKC, will showcase Samsung’s top-of-the-line premium products through unique curated experiences and real-life scenarios. Moreover, the new store will feature Samsung’s premium portfolio ranging from smartphones to televisions, refrigerators, washing machines and other products, leveraging the power of Samsung’s AI ecosystem.

According to Samsung, Samsung BKC aims to re-imagine the retail shopping experience and unlock new possibilities for their customers by bringing the best of both online and offline worlds.

Moreover, it also noted that Samsung BKC store extends the convenience of online by offering the widest selection of products with over 1,200 choices from an online digital catalogue while also enjoying assistance by in-store staff. These products can be also delivered not just in Mumbai but anywhere in the country.

Samsung BKC is divided into eight unique lifestyle zones that showcase to customers how Samsung products, individually and as part of Samsung’s connected multi-device ecosystem (SmartThings), can offer convenience to them. These zones cater to different passion points, ranging from gaming and entertainment to art and yoga to cooking and laundry management.

JB Park, president and CEO at Samsung Southwest Asia, said, “Today’s customers, especially Gen Z and millennials, are seeking premium products and unique experiences. They want to interact with the brand and its products, touch, feel and create. This is what Samsung BKC is all about.”

He added, “We have curated never seen before experiences in eight unique zones that include all our AI experiences to excite people across segments. Here, customers will get a feel of our expansive connected devices ecosystem and our cutting edge technology. Samsung BKC will also organize ‘Learn @ Samsung’ workshops, bringing together Samsung’s innovations with people’s passions.”

Singapore – In conjunction with the recently-concluded Consumer Electronics Show (CES), Samsung has launched a publicity campaign which allowed to take them over the iconic Las Vegas Sphere on January 8, depicting a portal to a new galaxy inspired by Marvel.

Conceptualised alongside BBH Singapore alongside The Mill Los Angeles and Fuse Adventures in Audio, the stunt featured Doctor Strange from Marvel Studios’ “What If…?”, all episodes now streaming only on Disney+, it teased a new era for mobile and provided a glimpse of an upcoming feature that will allow users to make epic discoveries just by drawing circles.

https://youtu.be/5DaJN5nY6ds

Just as Doctor Strange discovers new portals of endless possibilities, the new Galaxy capabilities will enable discovery in a whole new way.

Moreover, the spectacular Sphere display comes after Samsung released an official teaser announcing the impending arrival of Galaxy AI. Called ‘Galaxy AI is Coming’, this was also produced with BBH Singapore.

Sascha Kuntze, chief creative officer at BBH Singapore, said, “Like the Sorcerer Supreme himself, Galaxy users will have a multiverse of possibilities at their fingertips. They’ll be able to open new worlds with the simplest of actions. Everything will change, just like that.”

All will be revealed at ‘Galaxy Unpacked,’ a biannual event unveiling Samsung Electronics’ newest devices, including smartphones, tablets, and wearables. After ‘Galaxy Unpacked,’ a series of films developed by BBH Singapore will be released globally over the coming weeks.