Samsung taps Korean TV drama craze to extend Galaxy brand

Samsung has launched two TV commercials inspired from Korean TV drama to tap the Hong Kong and China markets.

Featuring Korean stars Jun Ji Hyun (全智賢) and Kim Soo Hyun (金秀賢) from My Love from the Star, the spots is designed to reinforce the traits of the Samsung Galaxy S5 and Galaxy Gear Fit.

The 30 second commercials, featuring Jun, highlight the handset's water resistant and power saving traits; while Kim showcases Galaxy Gear Fit's attributes of scheduled alert and exercise tracking system.

The campaign will run until 10 June with print and OOH support.

Creative: Cheil Beijing
Executive creative director: Jacky lung
Creative director: Shengxiong Chen
Art director: Snow Li
Associate creative director: Wei Xu, Yong Ren
Copywriter: Tingting Zhang
Account director: Heyi Zhang
Account manager: Nydia Nong
Account executive: Nan An
Media: Starcom