Samsung musicall hits Hong Kong outdoor

Hong Kong - Samsung has kicked off an outdoor marketing campaign to support the launch of its Musicall mobile phone series aimed at university students and business executives aged 20 to 30 years old.

A key feature of the outdoor campaign comprising bus body ads and MTR include the set up of a 'music station' through a bus shelter domination at Tsim Sha Tsui.

The bus shelter campaign featured a Hi-Fi system with large-sized mobile phone replicas and dummy speakers aimed at creating market noise and gaining audience awareness.

Pian Cheong, marketing manager, telecommunications team for Samsung Electronics HK, said the campaign focused on outdoor channels as the company is also keen to have its products reach out to tourists during this festive period.

Aimed at building dominance in the music phone market for Anycall music series, the campaign is supported by print in newspapers and magazines as well as online banners in Yahoo!, Sina, MSN, radio stations and TVB.com.

Cheil Communications developed creative for this campaign while MindShare Hong Kong handled media buying and planning activities.