Samsung has partnered with K-pop artist and singer-songwriter BIBI to launch a fashion collection in AR. Featured on Samsung's fun mode Snapchat AR fashion lenses in her latest music video, users are able to try on the collection's best looks and share it on social channels. Initially launched on Galaxy A devices, Samsung's fun mode offers Snapchat's AR lenses natively in the Galaxy camera app.
With intentions to position the Galaxy A series to a fashion-forward and creative audience, Samsung's spokesperson told MARKETING-INTERACTIVE that the collaboration with BIBI (pictured) was "an obvious choice" as she is known to express herself through her bold fashion, lyrics, and social media presence. While Samsung has declined to comment on the monetary value of the collaboration, the company's spokesperson said with this campaign, it aims to increase the Galaxy A fan base and attract more users through shareable mobile experiences.
Created by emerging digital fashion designers from the world, the collection features "physics-defying fashion" that is only possible in AR. From glitch fabrics to armoured dresses, the designs also include fun and quirky movements that can be tracked with Snap's 3D full-body tracking technology. According to a Samsung's spokesperson, the designers were handpicked because they represent the future of fashion, one that was deeply interested in 3D artwork.
"They created looks digitally to reimagine what BIBI would wear and disrupt the way users view fashion with intuitive designs," added Samsung's spokesperson. After the designs were completed, BIBI was invited to participate in the selection process, where she provided input into the fashion styles, making this a personally curated collection. The designers include Ines Alpha from France, Maison Taskin from Germany, Aliina Kauranne from Finland, Gwen Kim from South Korea and Linxi Zhu from China.
First introduced to Galaxy users, the company's spokesperson said the AR digital fashion effects aim to offer unique experiences for its users who are eager to express themselves in different ways. "While users can’t always try on all the clothes that BIBI wears in her music video, now they can wear all of them on their phone with the fun mode in an interactive way. Samsung's ready-to-wear AR lenses give everyone the opportunity to try on digital fashion and move outside their comfort zone," explained the company's spokesperson.
Commenting on the AR scene, the company's spokesperson said AR is now becoming increasingly popular. Recognising that it is a growing trend in technology, the spokesperson added that Samsung will always be open to new innovations for an optimised experience for its users. Samsung is also committed to constantly investing in the future of technology innovations.
Separately, Samsung launched its #TeamUnstoppable campaign last month, rallying the Gen Zs and Millennials of Southeast Asia to push boundaries and pursue their passions. Aligned with Samsung’s vision to inspire the world with innovation and create a new future, the campaign serves as a platform for like-minded youths to share inspiring stories and motivate others to take action. While Samsung declined to comment on the monetary value of the campaign, Bockenmeyer said the company aims to build a stronger emotional connection with Millennials and Gen Zs.
Meanwhile, Samsung Indonesia is in the midst of an integrated media pitch that is currently managed by R3. The appointment is understood to be for a year and incumbent Starcom is defending the account while Mindshare and UM have also thrown their hat in the ring. MARKETING-INTERACTIVE understands that an agency is expected to be appointed at the end of October and the contract will start next January.
Samsung Indonesia hunts for media agency
Samsung TV uses toy monkey to capture consumers' imagination of a green future
Samsung features entire team of MIRROR in latest series, explains marketing tactics and plans
Get the daily lowdown on Asia's top marketing stories.
We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.subscribe now open in new window