Colenso and Robber’s Dog’s Now You Can series of short films launched in March with the intriguing invitation, “Think you know where a phone can go? Prepare to be amazed…”
The first film was a montage of classic New Zealand activities that showed how the waterproof feature of the Galaxy S7 and S7 Edge fitted into Kiwi lifestyles.
That film was hugely successful. Now Colenso and Robber’s Dog have launched a sequel, Capture the night, don’t ruin it, which highlights the advantages of the phone’s low-light camera.
The new film, directed by Riley Blakeway shows how the Galaxy S7 can help Kiwis capture the best memories of of their night-time experiences by not killing them with harsh light.
Aaron Turk, Creative Director at Colenso BBDO, commented, “We’ve all tried capturing photos at night on our mobile phones. Unless you use a flash, which blows out everyone’s face and blinds them in the process, you end up with a very grainy out of focus image. The beauty of the Galaxy S7 is that it can capture these moments without killing them with harsh light and that resonates with an audience that’s all about sharing life’s experiences as they happen.”
The first video has accumulated 1.1 million views on Facebook and more than 550,000 on YouTube, and helped to drive sales that put Samsung in the #1 spot in a very competitive market.
“The first campaign was effective, because it reinforced what’s unique about New Zealand and how the GS7 is made for our active, adventurous consumers. The second piece of work echoes the familiarity of the Now You Can campaign idea, but communicates a fresh message around how the Samsung smartphones can play an integral part of capturing those moments worth remembering,” Turk continued.
Credits:
Agency: Colenso BBDO
Production Company: Robber’s Dog
Partners: Starcom NZ
Client: Samsung New Zealand
