By The Drum Team, Editorial

October 29, 2012 | 2 min read

Recruited via a 360 degree marketing campaign Samsung Electronics UK has released a TV advert featuring 143 David Baileys, including a priest from Tamworth a teacher from Kent and a plumber from Cambridge, to support the launch of its NX smart camera range.

The multi-million pound integrated campaign saw David Baileys recruited through social media, national press, online display, and PR activation. The David Baileys have since been trained and given a brand new Samsung NX1000 in a bid to show how everyone can take great pictures with the new Samsung camera. The David Baileys are now poised to take on several assignments, the first of which being the TV advertisement.

Produced by Rokkit and directed by Andrew Lang the 30 second advert sees the David Baileys learning to use the camera and putting their skills to the test at a catwalk show. The advert will now run throughout November on various channels including ITV, Channel 4, Five and Sky.

Andrew Garrihy, director of corporate marketing, Samsung UK and Ireland, commented: “The David Bailey campaign has been an exciting one from the start, it has been great to uncover all those David Baileys and give them the chance to test out the NX1000. The campaign aims to demonstrate that with the right product amazing photography is accessible to everyone”

David Bailey added: “I like the campaign, the idea of having loads of Baileys all over the place taking pictures.

“What makes it special is they aren’t photographers so the results will demonstrate how good the camera is and I’m looking forward to seeing the shots taken by my namesakes.”

The campaign concept and execution was devised by Cheil UK, media buying were supported by Starcom Mediavest and PR activation from the Red Consultancy.

Samsung David Bailey

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