Samsung has launched a new campaign, bringing together digital media, physical environment and near field communications (NFC) to let consumers try the Galaxy Note II wherever they are.
The campaign, created by Amnesia Razorfish, is two-pronged with digital elements to allow interaction and outdoor ads to drive awareness.
The digital outdoor billboards showcase the work that up-and-coming artists created on the Galaxy Note II and feature URL, QR codes and NFC to get a behind-the-scenes look at the creation of the art with videos housed on YouTube.
A website, trynote2.com, and Rich Media banners allow consumers to tryout the device’s creative features and encouraged them to draw notes and create images.
Those images are then appear to consumers via retargeted banners featured on different sites during their web browsing. The digital media plan is delivered by Starcom.
The campaign will run until the end of March.
Ben Hourahine, head of strategy at Amnesia Razorfish, said: “The aim is to drive trial of the product, no matter where you are. One of the barriers we needed to overcome was that until now, like most hand-held technology, the GALAXY Note II could only be experienced in store. So we decided to flip the problem. Rather than working to bring people in store, we wanted to emulate the experience across environments. Basically allow people try the Note II wherever they are.”
Credits: client Samsung Electronics Australia, media Starcom, agency Amnesia Razorfish, senior account director Vanessa Wolff, strategy director Ben Hourahine, creative director Sandor Molan, art director Nikki Sulentic, senior producer Peter Segerer.
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