Samsung Electronics Australia has launched a campaign for its Galaxy Tab S2 tablet featuring actor Kristian Nairn, well-known for his portrayal of Hodor in fantasy TV series Game of Thrones.
The campaign, titled ‘The Screen Worthy of the Things You Love,’ highlights the rich, immersive viewing experience delivered by the Galaxy Tab S2 Super AMOLED screen. To bring this to life, the content shows Nairn turning and confronting the viewer for daring to watch his work on another screen.
The campaign was developed by Samsung Electronics Australia with its creative agency, Leo Burnett Sydney, and will feature 60- and 30-second variations that will run across national TV, subscription TV, and digital channels.
Prasad Gokhale, vice president, mobile division, Samsung said: “Beautiful on the outside and powerful on the inside, Samsung’s Galaxy Tab S2 delivers an exceptional viewing experience thanks to the immersive, Super AMOLED display. We’re thrilled to feature Kristian Nairn in our campaign, which reinforces that the Tab S2 is the tablet worthy of your favourite content.”
For the digital execution, the campaign features a device-specific targeted approach. Samsung and Leo Burnett have created various versions of the film, in which Nairn recognises the specific device viewers are watching the video on – a tablet, smartphone or desktop – and breaks character as he speaks to them.
“The ads will be targeted and served to specific devices, so the audience really feels they are being directly addressed by the actor,” said Vince Lagana, joint-executive creative director, Leo Burnett Sydney.
“This campaign is not just telling a story about a screen, rather, we tell the story through the screen. The power of the idea comes from the device-targeted approach to media and understanding the way people increasingly engage with different content, from sport to entertainment, across different devices,” added Grant McAloon, joint-executive creative director, Leo Burnett Sydney.
Creative agency: Leo Burnett Sydney
Production company: Minds Eye Production UK
Post production: Filament Post Production