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.
Creative agency: Leo Burnett Sydney
Media agency: Starcom
Production company: Rabbit Content
Director: Craig Rasmus
Publicity: Edelman Australia