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Samsung UK campaign for Galaxy S4 kicks off

Samsung has launched its UK marketing campaign for the much anticipated Galaxy S4 with a strategy stretching across TV, print, PR, retail, social media, out of home, digital and experiential.

Its TV advertising campaign launched during ITV1's Champions League and featured during Britain's Got Talent. Two of the campaign adds will highlight the sound and shot and group play facilities on the smartphone. The campaign was created by Cheil Worldwide with media planning and buying from Starcom.

Simon Stanford, vice president of IM Division, UK and Ireland, said: "With features such as Sound and Shot and Group Play enabling meaningful moments and a feeling of togetherness amongst people, we believe we have created a campaign that embodies the human nature of the Galaxy S4.

"We are confident that this campaign will pick up where the Galaxy S III activity left off, in improving our corporate brand scores and creating a fantastic experience for our customers."

The campaign will also see out-of-home static ads at banner sites stretching across Oxford Circus, Piccadilly Circus, the BFI London IMAX and Heathrow Terminal 5.

The Carphone Warehouse recently teamed up with Fonejacker to launch its own campaign for the Galaxy S4, which was hit by US supply problems last month due to "overwhelming" global demand.

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