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Samsung visual and audio OOH campaign aims to bring the Galaxy S4 to life

Samsung Electronics has used audio and visual for the OOH campaign

To advertise the Galaxy S4 smartphone Samsung Electronics has revealed a series of out-of-home (OOH) ads in London using moving image and sound.

“We are always searching for compelling ways to showcase the incredible innovation in our products…We have used the power of OOH to present these amazing features in the most creative way possible,” explained Avikar Jolly, head of brand communications for Samsung UK and Ireland.

Two giant digital screens have been installed in the London IMAX in order to showcase the capabilities of the handset. The LED screens, measuring just under 75 square metres, bring to life the phone’s Drama Shot feature, which allows users to capture a sequence of still images of a moving subject in one dramatic shot.

Two moving shots on each screen, one of a boy jumping in water and one of a girl on a swing tyre, are used to demonstrate the feature.

In collaboration with Ocean Outdoor Samsung is also using digital OOH to demonstrate the Sound Shot feature as well, which enables background noise to be captured alongside a static image. In order to showcase this particular feature speakers have been installed behind another digital screen on Eat Street at Westfield White City playing music whenever an image of a guitarist appears on screen.

100 lenticular six sheets have also been places as part of the initiative at key city-centre locations across London with high-footfall, via JCDecaux and Clear Channel. The lenticulars will be used to feature the quick shutter function of the Galaxy S4 camera using the still image of the boy jumping into water, the boy will appear to move when observed by passers-by.

Fiona FitzGibbon, head of OOH at Cheil UK, who planned and booked the campaign in conjunction with Hive and Rapport, added: “This use of sound and image is truly forward-thinking in terms of development and innovation in out-of-home, pushing the boundaries of what can be done. We have hand-selected sites to ensure maximum exposure in the areas where Samsung’s ABC1 audience live and work, reinforcing Samsung’s commitment to innovation and taking customer experience to the next level.”

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