Korean tech-giant Samsung has released a new campaign in tandem with the launch of its new phone, the Galaxy S24 series, globally. The campaign is anchored with a series of seven films that aim to spotlight Galaxy S24's features.
The features highlighted include "Chat Assist", "Instant Slow-Mo", "Circle to Search"and "Transcript Assist".
In one of the seven feature films, a family persuades a visitor to let their grandpa win a game of Janggi. In order to communicate with the visitor, they use Galaxy AI's ability to translate Korean messages to English in an instant.
In another film, a woman giggles while watching her husband being attacked by a shower of water balloons in Galaxy S24's "Instant Slow-mo" feature.
Another video features the phone's "Transcript Assist" feature which allows an assistant to effortlessly sum her boss' ramblings.
The campaign was done in collaboration with creative agency BBH Singapore. In addition, BBH Singapore and Samsung have begun to roll out the next instalment: a social campaign made up of seven additional films focused entirely on the "Circle to Search" feature.
The campaign began in January with a teaser film, Galaxy AI is coming, that celebrates Samsung's long history of pushing the boundaries of what's possible, from pioneering TV phones in 1999 to foldable phones in 2020.
Galaxy S24 Ultra's official film, Circle to Search, followed after, showcasing how users can use the "Circle to Search" feature.
The series will culminate in a 30-second montage showcasing the different ways "Circle to Search" will change behaviour, enabling new forms of discovery with a simple gesture.
“Samsung is ushering in a new era of mobile AI with the release of the Galaxy S24 Series, which makes everyday experiences more epic," said Sonia Chang, vice president at Samsung Electronics.
"From awe-inspiring creativity to barrier-free communication, what better way to showcase the different ways Galaxy AI ignites new possibilities than with the launch of a multi-faceted global campaign.”
Sascha Kuntze, chief creative officer, BBH Singapore, added: “This campaign ushers in a new era of mobile, but also a new era of advertising from this region, proving that world-class work can originate here in Singapore."
"Singapore’s talents, its diversity, cultural sensibility, and its drive for innovation is a unique advantage when it comes to launching products that debunk the status quo," continued Kuntze.
Samsung’s global Galaxy S24 campaign will continue to roll out across social, digital, outdoor, and television this month.
The series of films come after BBH Singapore and Samsung collaborated ahead of the Galaxy Unpacked event.
Ahead of Samsung's highly anticipated Galaxy Unpacked event, the tech giant took over the Sphere (Exosphere) in Las Vegas with a cameo by Marvel's Doctor Strange.
Done in collaboration with BBH Singapore, the Sphere (Exosphere) teased a new era for mobile and provided a glimpse of an upcoming feature on the phone that will allow users to make epic discoveries just by drawing circles.
Projected on the Sphere, viewers initially saw a stary background with the words "Samsung Galaxy" projected on it. The scene then transforms into a fiery circle and Dr Strane pops into the frame, drawing circles to reveal a billboard with "Las Vegas" printed on it.
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