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

 

Please login with linkedin to comment

Outdoor Lions Quickflix Samsung Electronics Australia The Wettest Town Showdown

Latest News

Is B2B Marketing Missing Its Emotional Touch?
  • Media

Is B2B Marketing Missing Its Emotional Touch?

B2B marketers could learn a thing or two from their B2C colleagues, argues WP Engine VP APAC sales Mark Randall in this guest post. It surprises me how many B2B organisations are not quite hitting the mark when it comes to reaching their audience. When talking directly to businesses, many brands are missing an opportunity […]

Opinion

by B&T Magazine

B&T Magazine
Burger King Trials Reusable Packaging
  • Media

Burger King Trials Reusable Packaging

Here's a top initiative from Burger King that does kinda sound like a slightly tedious Craig Reucassel documentary.

by B&T Magazine

B&T Magazine
Smarter Use Of Art & Science Stretch Auto Budgets Further
  • Media

Smarter Use Of Art & Science Stretch Auto Budgets Further

The majority of adverts uploaded to Facebook aren’t created for Facebook as its priority. This is causing huge inefficiencies and poor performance for brands, many of whom are facing up to shrinking budgets. Tom Phillips (main photo) managing director at Connecting Plots shares lessons from 12 campaigns they optimised for auto brands… It’s no secret […]

Opinion

by B&T Magazine

B&T Magazine
Young Guns Take The Lead With The First PRIA University Mentoring Program In NSW
  • Media

Young Guns Take The Lead With The First PRIA University Mentoring Program In NSW

On Wednesday, 21 October 2020, the PR industry was bolstered by the launch of the Public Relations Institute of Australia’s (PRIA) first University Mentoring Program in New South Wales, adapting the traditional face-to-face program to a virtual format for the first time. In collaboration with the University of Technology Sydney (UTS), the PRIA NSW Young […]

JCDecaux Teams Up With MyPayNow To Serve Real-Time Data
  • Media

JCDecaux Teams Up With MyPayNow To Serve Real-Time Data

JCDecaux has developed a dynamic digital campaign with live timetable data where commuters can access their money from MyPayNow while waiting for the bus. In an exclusive nationwide Out-Of-Home campaign, JCDecaux’s SMARTFRAME digital assets are broadcasting bus arrival times, letting commuters know how far away their next bus is – and just how easy it […]

Rokt Secures $US80M Series D Investment Round
  • Technology

Rokt Secures $US80M Series D Investment Round

Rokt has today announced an investment of US$80M. The capital will help accelerate research & development and support the expansion of its client base into new verticals and geographies as Rokt continues to make e-commerce smarter, faster, and better. The funding round was led by Rokt’s largest institutional shareholder TDM Growth Partners , and supported […]

Nature Invests In New Team Members And Innovation
  • Marketing

Nature Invests In New Team Members And Innovation

Leading strategic insights consultancy Nature today announced it has hired several key new team members and restructured senior roles to increase its focus on innovation, including new technology and data sources.

PayPal And Buy From The Bush Launch New Marketplace
  • Media

PayPal And Buy From The Bush Launch New Marketplace

PayPal Australia and Buy From The Bush have joined forces to launch a new online marketplace to showcase rural Australian small businesses in time for Christmas. The expanded partnership aims to build stronger connections between bush businesses and Australians in cities and suburbs across the country. The new Buy From The Bush Marketplace is an […]

Wednesday TV Wrap: Gruen Takes A 200K Hit
  • Media

Wednesday TV Wrap: Gruen Takes A 200K Hit

Gruen plummets 200,000 viewers in just one week. However, that's not to say Highway Patrol went up a similar amount.

by B&T Magazine

B&T Magazine
Philippe Krakowsky Named New IPG CEO
  • Advertising
  • Media

Philippe Krakowsky Named New IPG CEO

Philippe "Crackers" Krakowsky named new IPG global CEO. However, says he only uses Crackers on less formal occasions.