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Samsung

Samsung invests £10m and teams with Lily Allen for Galaxy Alpha launch campaign

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By Natalie Mortimer | N/A

September 19, 2014 | 2 min read

Samsung Electronics has invested £10m in a launch campaign for its news Galaxy Alpha smartphone and signed Lily Allen as brand ambassador.

Spanning TV, print, PR, search, social media, digital display and out-of-home, the new campaign marks a new direction for Samsung as it launches a TV ad featuring the pop star, which launches tomorrow (20 September).

Filmed on location around England and directed by Josh & Xander, the TV ad ‘Right up our street’ is set to the soundtrack of Lily Allen’s ‘As Long As I’ve Got You,’ and features the Galaxy Alpha throughout.

Commenting on the launch campaign, which was created by Cheil UK, Russell Taylor, vice president of corporate marketing, Samsung UK and Ireland said: “The Galaxy Alpha is a smartphone that pushes the boundaries in terms of its style and technology and we wanted a campaign that was culturally relevant with young minded consumers. Our goal is to bring this mobile brand platform to life in a way that is relevant to our audience.”

The Galaxy Alpha print and digital display campaign will aim to show how the new smartphone represents an alternative style choice.

The ad will feature 56 real-life ‘Alpha’ Britons, some of whom also appear throughout the other elements of the campaign, who will each demonstrate their independent, varied and eclectic style choices.

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