#SpaceSelfie is the first European brand campaign to be launched by new chief marketing officer Benjamin Braun and has entailed lofting a Galaxy S10 5G into the upper atmosphere on board a super-pressure high altitude balloon via a custom-built rig.
The Instagram-ready orbiting phone will now remain in place to receive selfies transmitted by people 64,900ft below who wish to have their image superimposed over the blue marble hanging below.
Will Lion, managing partner, strategy at BBH London, said: “Phone advertising has become quite samey, all gleaming devices at beautiful angles with trendy photos. We wanted a break in series; something that would demonstrate how amazing Samsung’s phones are by helping people take the most epic photo of their life - from space - and maybe just break the internet and power up sales ahead of Christmas.”
Braun added: “We wanted to bring consumers on our journey beyond the norm – to make them a part of our innovation story in a really fun and light-hearted way. We have brought the world a series of technological firsts in our products, and in #SpaceSelfie we’re bringing that pioneering spirit across in our marketing.”
The influencer-led strategy will see the South Korean giant enlist star power closer to home with celebrities such as Cara Delevingne bringing the oxygen of publicity into the void of space via promoted social media posts.
Samsung is embracing the future for its current messaging to highlight recent technological advances.