“Samsung has launched a £10m marketing campaign to launch its smartphone, Galaxy Alpha, with an “epic” TV ad featuring pop star Lily Allen.”
Translation: Samsung has launched a £10m campaign in the UK to annihilate Apple’s hold on the world’s youth.
The brand does not always use the subtle approach to do that. But apart from giving the new Samsung (Galaxy Alpha) a polished metal frame a la iPhone, the attack is rather sophisticated.
Right up our street is an ad about accepting differences. That’s cool. It is a montage of every kind of cool there is. That’s how you do cool advertising. It has Lily Allen in it. That’s how you borrow cool from a celebrity. Apple is way cool. Can Samsung be cooler?
Lily Allen is also responsible for the soundtrack, As Long As I’ve Got You. 56 real life Britons took part in the ad. Two of them are Ben Skinner (the world’s number 2 surfer) and BMX star, Harry Main. To make sure the ad is cool enough, it uses the word ‘swagger’ in the voice-over.
Samsung stated that the campaign, which includes TV, print, PR, search, social media, digital display and OOH, takes it “into new territory”. Apple territory is new for Samsung, but the brand is colonising it rather well.
Cheil UK, who created the campaign, stated that it is designed to capture “the spirit, diversity, quirkiness and vibrant culture” of Britons. It was filmed on location around England and directed by Josh & Xander.
Russell Taylor, vice president of corporate marketing, Samsung UK and Ireland commented, “The Galaxy Alpha is a smartphone that pushes the boundaries in terms of its style and technology and we wanted a campaign that was culturally relevant with young minded consumers. Our goal is to bring this mobile brand platform to life in a way that is relevant to our audience.”
