Samsung embarks upon biggest ever marketing drive for Galaxy S4

Multi-platform campaign describes new smartphone as a ‘Life Companion’.
Samsung has this week launched its biggest ever marketing campaign for its Galaxy S4 flagship smartphone in a bid to emulate the success of its predecessor, the Galaxy S3.
The cross-platform campaign, which takes in TV, print, PR, retail, social media, out-of-home, digital and experiential, is operating under the strapline ‘Life Companion’.
A seven-week TV campaign began in the UK this week, with ads being shown during ITV1’s Champions League coverage and Britain's Got Talent.
Promotion for the new device is also primed to hit cinemas, with ads set to be featured at screenings of Star Trek: Into Darkness, The Great Gatsby and Man of Steel.
Meanwhile, static ads will dominate out-of-home across 21 of the most iconic banner sites in the UK, including Oxford Circus, Piccadilly Circus, the BFI London IMAX, Cromwell Road, Westfield and Heathrow Terminal 5.
Commenting on the launch campaign, Simon Stanford, vice president of IM Division, UK & Ireland, said: “The Galaxy S III was the UK’s number one handset for 10 consecutive months and became Samsung’s fastest and biggest selling smartphone to date. Therefore there has been a huge amount of buzz around its successor, the Galaxy S4, so we wanted to create a campaign that reflected this. With features such as Sound and Shot and Group Play enabling meaningful moments and a feeling of togetherness amongst people, we believe we have created a campaign that embodies the human nature of the Galaxy S4.
“We are confident that this campaign will pick up where the Galaxy S3 activity left off, in improving our corporate brand scores and creating a fantastic experience for our customers.’’

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