Samsung weighs in with new campaign

Along with advertising all the things a new smartphone can do, the Samsung Galaxy Tab S2 launch is also highlighting the thinness and lightness of its new gadget.To cut through the ad clutter, Samsung and Cheil have crafted ambience advertising to allow participants to personally experience the lightness and thinness of the new model by juxtaposing it with some light and thin everyday objects through interactive activations on digital and print.The ad first appears on the front pages of several local newspapers enticing people to scan a QR code which links to the Samsung Tab S2 Facebook page. A guessing game will be triggered on the page where participants will be tasked to guess how many newspapers equal the weight of a Samsung Tab S2. Winners will be sent a Pacific Coffee discount coupon immediately through Facebook.The idea is also available on mobile.The concept is supported by a series of ambient outdoor ads with face-to-face activation, where passers-by can see and hold the device to guess the weight and thinness.This includes an interactive LED screen at New Town Plaza showcasing the animated game, followed by the Sha Tin and Tseung Kwan O Shopping Centres spanning the weekends from 7 to 16 August.https://vimeo.com/135935593[gallery link="file" ids="106145,106147"]At the experimental area, passers-by will be explained the “things that are used as a comparison” idea with a real device in hand. They can guess the weight and thinness of the smartphone by comparing the new model with a range of light and thin everyday objects such as pencils, macaroons, cupcakes, film, credit cards, passports and mouse pads to name a few.Results will be unveiled on the screen showing a weighing scale. For those who can guess the correct number of items to match the real weight or thinness of the device will be entitled to prizes by sharing the result on Facebook.Credit:Client: Samsung Electronics Hong Kong (Sherman Leung, Carmen Man and Ben Chan)Creative: CheilAccount directors: Jam Lee and Wilson WongAccount managers: Sammi Chan and Karen LamAccount executives: Bethany Siu and Queenie MoExecutive creative directors: Paul Chan and SP OngCreative directors: Paul Lim and Fung ChanArt directors: Ivan Au and Toby HongMedia: Starcom