Samsung Brings Aussie Town Rivalry To Life In New Campaign Via Leos Sydney

Samsung Brings Aussie Town Rivalry To Life In New Campaign Via Leos Sydney
SHARE
THIS



Samsung Electronics Australia has unveiled a new local advertising campaign for its recently-launched Galaxy S8 and S8+ smartphones, shining a spot light on one of the country’s most contentious debates between two rural communities: which is Australia’s wettest town?

For over 70 years, the remote Queensland communities of Babinda and Tully have each vied for the coveted title using rainfall and deluge as metrics to determine the victor.

A good humoured and healthy competition has developed over the years, driving tourism to the region and in 2003 saw Tully erect its own monument to the saga, the Golden Gumboot.

Samsung’s ‘The Wettest Town Showdown’ was conceptualised by creative agency Leo Burnett Sydney, and features some of the real-life residents of Babinda and Tully using the Galaxy S8 and S8+ to capture life in the wettest towns of Australia, while also highlighting the key features of the new phones – IP68 water resistance, new Infinity Display and an 8 megapixel, low-light compatible front-facing camera.

Richard Fink, vice president of IT and mobile at Samsung, said: “’The Wettest Town Showdown’ brings together [a] quintessentially Australian story that has spanned generations across the communities of Babinda and Tully, and connects this with the way our smartphone technology can play a role in everyday lives.

“The story also had great synergies with our brand. At Samsung, we develop technology that enables our customers to live without boundaries, which ‘The Wettest Town Showdown’ story communicates.”

Vince Lagana, executive creative director at Leo Burnett Sydney, said: “Having worked on the global launch of the Samsung Galaxy S8/S8+, we really wanted to bring some Australian colour to this local extension of the ‘Unbox Your Phone’ campaign.

“As with all our Samsung work, we wanted to demonstrate their commitment to creating products with a real human purpose.

“Samsung’s technology exists to help people live more fully and more freely, and ‘The Wettest Town Showdown’ is a refreshingly fun demonstration of that – using real people and a real story.”

The Wettest Town Showdown campaign will be supported by a national broadcast campaign and spend across Facebook.

CREDITS

Creative agency: Leo Burnett Sydney

Media agency: Starcom

Production company: Rabbit Content

Director: Craig Rasmus

Publicity: Edelman Australia

 

Latest News

Women in Media Profile: Jo de Fina
  • Media

Women in Media Profile: Jo de Fina

Discover what makes The OTTO Empire's Jo de Fina tick right here. Not to suggest she's swallowed a large clock, however.

by B&T Magazine

B&T Magazine
Snapchat To Launch Unskippable Ads
  • Technology

Snapchat To Launch Unskippable Ads

Snapchat to roll out six-second unskippable ads. What, we can't sit through six-seconds? What have we become as humans?

Xero Celebrates The Beautiful Moments Of Small Business In New Campaign
  • Advertising
  • Campaigns

Xero Celebrates The Beautiful Moments Of Small Business In New Campaign

Cloud accounting software provider Xero has revealed the next phase of its ‘Beautiful Business’ brand campaign. The national campaign showcases the moments that define beautiful business, from the flexibility of remote working, to reclaiming valuable time and the chance to focus on the important things in life, enabled by streamlined accounting and business processes. The […]

QUT Creative Enterprise Australia Accepts 10 Start-Ups Into Its Creative Tech Accelerator
  • Technology

QUT Creative Enterprise Australia Accepts 10 Start-Ups Into Its Creative Tech Accelerator

QUT Creative Enterprise Australia (CEA) has announced the 10 start-ups that have been accepted in its Collider Accelerator. The three-month accelerator is a proud Australian first which is carving the way for start-ups specialising across the creative tech verticals. Commencing this week, the 10 participating companies will receive coaching from international mentors and deep domain […]

The Works Launches Podcast With RXP Services & Global Law Firm Norton Rose Fulbright
  • Advertising
  • Technology

The Works Launches Podcast With RXP Services & Global Law Firm Norton Rose Fulbright

Expert insights on what’s trending in the world of technology, data and innovation will be discussed in a new podcast powered by The Works, digital services consultancy RXP Services, and global law firm Norton Rose Fulbright. The Smart Dust podcast – named after micro-electromechanical computers that that can be breathed in to monitor the human […]

Why We Need To Make Consequences Cool
  • Opinion

Why We Need To Make Consequences Cool

Here at B&T, we have a trendy communal black leather jacket for staff to wear while suffering consequences.

Opinion

by B&T Magazine

B&T Magazine
Lovatts Media Acquires Nourish Magazine From Blitz Publications
  • Media

Lovatts Media Acquires Nourish Magazine From Blitz Publications

Lovatts Media has purchased Nourish magazine from Blitz Publications in a last-minute deal that has ensured the title continues to be published in Australia. Rachael Northey, CEO of Lovatts Media, believes the demand for high-quality niche magazines is growing rather than declining. Building on the successful 2017 launches of their popular mindfulness titles Breathe, Teen […]

Women In Media Profile: Elaine Herlihy
  • Advertising
  • Marketing

Women In Media Profile: Elaine Herlihy

If you've come here looking for Elaine Herlihy's famed scone recipe then it'll be the only disappointment you'll endure.

by B&T Magazine

B&T Magazine
Thrive PR + Communications Opens Fifth Office & Appoints New Staff
  • Marketing

Thrive PR + Communications Opens Fifth Office & Appoints New Staff

Independent PR agency Thrive PR + Communications has announced the launch of its fifth office, opening its doors permanently on the Gold Coast and making multiple team appointments. In response to client demand, and embracing the growth of Australia’s emerging innovation hotspot, the Gold Coast will be Thrive’s second Queensland location following the opening of […]

China Social Solutions Reveal The Massive Market Brands Are Missing
  • Partner Content

China Social Solutions Reveal The Massive Market Brands Are Missing

Advertising, in its essence, is about reaching the largest number of people, in the most seamless, creative way. However, reaching a large audience can often be the biggest hurdle, so how does a crowd of a few hundred million users sound? Weibo, China’s answer to Facebook, WhatsApp, Instagram and every other app combined, has hit […]

Partner Content

by China Social Solutions logo

How To Thrive In An Age Of Disruption
  • Opinion

How To Thrive In An Age Of Disruption

Has the age of disruption left you fearful? Well, you'll be singing Helen Reddy's 'I Am Woman, Hear Me Roar' after this.

by B&T Magazine

B&T Magazine
Monash University And Y&R Melbourne Launch Wristbands To Deter Drink-Spikers
  • Campaigns
  • Technology

Monash University And Y&R Melbourne Launch Wristbands To Deter Drink-Spikers

Y&R Melbourne has an innovative wristband on campus at Monash University that detect drugs by simply placing a drop of your drink onto the band itself. Designed for widespread use across festivals, events, bars, nightclubs and other venues where patrons are already accustomed to using wristbands, the ‘Sip Safe’ wristband is equal parts a utility, […]

Global Brand Events Agency INVNT Opens Sydney Office
  • Marketing

Global Brand Events Agency INVNT Opens Sydney Office

Brand events agency INVNT has announced it has expanded its operations to the Asia-Pacific region with a new office in Sydney. Originally founded in New York in 2008 by Scott Cullather and Kristina McCoobery, INVNT creates and produces brand engagements for every audience segment, including employees, customers, partners, investors, the media, and consumers. Cullather said […]

The Copyright Agency Invites Visual Artists To Claim Image Royalties
  • Media

The Copyright Agency Invites Visual Artists To Claim Image Royalties

The Copyright Agency is inviting Australian artists and their heirs to nominate about where their works have been published or used on TV to receive payment for their copyright-protected work as part of a month-long campaign. The Copyright Agency, which recently merged with Viscopy, is Australia’s national copyright licensing organisation for the publishing, media, surveying […]

Pac Mags’ Emily Sak Joins Shopper Media Group As Its First Data & Insights Chief
  • Marketing
  • Media

Pac Mags’ Emily Sak Joins Shopper Media Group As Its First Data & Insights Chief

Digital retail out-of-home media business Shopper Media Group has announced the appointment of Emily Sak to the newly created position of head of data and insights. The new role forms part of Shopper Media Group’s expansion plan to keep up with the accelerated growth that has seen its portfolio surpass more than 220 shopping centres […]

CX Lavender Appoints Business Development Director For Melbourne
  • Marketing

CX Lavender Appoints Business Development Director For Melbourne

Customer experience agency CX Lavender has announced the appointment of Michael Rummery to the role of business development director for Melbourne. Rummery (pictured above) was previously account director of client services at global marketing and digital recruitment firm Aquent, and has held roles at a number of talent agents and recruitment firms with a focus […]

The New York Times Appoints WeThinkMedia As Its Aussie Advertising Rep
  • Advertising
  • Media

The New York Times Appoints WeThinkMedia As Its Aussie Advertising Rep

The New York Times Company has announced the appointment of media representation agency WeThinkMedia to represent its advertising business in Australia. WeThinkMedia will be responsible for all advertising in the region, including print, digital, branded content, programmatic, and events. The partnership will be overseen by Tom Armstrong, vice president of advertising for The New York […]

The Future Of Influencer Marketing: More Than Just A One-Night Stand
  • Marketing
  • Opinion

The Future Of Influencer Marketing: More Than Just A One-Night Stand

Influencers are the new powerhouses in driving stock off shelves, but brands are yet to find the right recipe for successful collaboration, according to Guillaume Deront of Gleam Futures @ The Story Lab (pictured below). Here, he argues that marketers need to look beyond purely targeting an audience and channel their energy towards building long-term […]

Opinion

by B&T Magazine

B&T Magazine
Designing Cultural And Organisational Change
  • Opinion

Designing Cultural And Organisational Change

In this guest post, Bronwyn Van Der Merwe (pictured below), managing director of Fjord Australia and New Zealand (part of Accenture Interactive), details the four traits of a ‘living business’ – something she believes organisations have to become in order to transform successfully. The digital age has created a plethora of challenges for modern organisations, […]

Opinion

by B&T Magazine

B&T Magazine
Facebook founder and CEO Mark Zuckerberg arrives to testify during a Senate Commerce, Science and Transportation Committee and Senate Judiciary Committee joint hearing about Facebook on Capitol Hill in Washington, DC, April 10, 2018. / AFP PHOTO / SAUL LOEB        (Photo credit should read SAUL LOEB/AFP/Getty Images)
  • Media

Free TV Calls For ACCC Oversight Of Facebook & Google

In a submission lodged with the ACCC inquiry into digital platforms, industry body Free TV today called for greater regulatory oversight of Facebook and Google. The FreeTV submission identifies a number of key areas of concern: Heavy regulation on traditional media providers and almost none on Facebook and Google Questionable claims about the reach, viewability, […]

APN Outdoor Confirms Retention Of Three Key Contracts
  • Media

APN Outdoor Confirms Retention Of Three Key Contracts

APN Outdoor has used its annual general meeting to announce three key contract renewals: Transport for Brisbane, Transdev Melbourne and Adelaide & Parafield Airports, for multiple years. Company CEO and managing director, James Warburton, said: “These contracts represent an important part of our advertising offering. The far-reaching impact they provide delivers a compelling proposition and cements our commitment […]