The latest Samsung Galaxy S5 campaign gets the right perspective in this context, by focusing on Samsung’s commitment to empower consumers. From the very beginning when Samsung and its 40-year-old marketing partner, Cheil Worldwide, started brainstorming for the campaign, they agreed to re-define what is innovation; it is no longer just about technology, but a means to keep moving people forward and bring changes in their lives; it is something that takes people’s powers to the next level, to maximize their potential; and it is meant to be an everyday way to improve daily life. Thus, the new Samsung Galaxy S5 campaign begins with people.

The campaign focuses on how innovation is shifting from a ‘product centric’ to ‘people centric’ point of view and acknowledges that meaningful innovations are inspired by consumers.

“With the Galaxy S5, Samsung re-defines how technology innovation empowers consumers and enhances their everyday lives.” said Younghee Lee, Executive Vice President of Global Marketing, IT & Mobile Division at Samsung Electronics. “The campaign is about how the Galaxy S5 enables our consumers to stay connected in their own way to focus on what matters most to them.”

Wain Choi, Global ECD of Cheil Worldwide added, “We created a campaign that translated the Galaxy S5’s features as human powers. For example, instead of stating that the new Galaxy S5 had a fast auto focus camera, we adopted a different point of view by saying the user had the power to capture life in a blink. The new campaign is about enhancing and empowering the person’s life.”

The campaign created by Cheil Worldwide takes a range of different shapes in 40 countries around the globe. It includes four official TV spots, feature-specific print and OOH executions. Malika Favre, a French illustrator, has brought bold and minimalistic take on outdoor screens in landmark sites such as Singapore, London, Milan and Amsterdam. A series of online videos has also been released to illustrate how Galaxy S5 becomes part of consumers’ lives and how technology, for example the much-talked about Ultra Power Saving Mode, is enabling this.


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