Samsung is launching a new pink mobile phone called Blush, aimed at young women.
The phone, which will be available exclusively on Orange, has an iPod-like click-wheel and a 1.3 mega-pixel camera. People who buy Blush will also get £50 worth of cosmetics from make-up company BeneFit.
The launch is being supported by an integrated campaign from Arc, which includes press, outdoor, online and in-store activity.
Leo Burnett, Arc’s above-the-line sister agency, was appointed to handle Samsung’s global creative account at the end of last year, amid reports that JWT and Berlin Cameron had failed to crack the brief.
Publicis Groupe is responsible for all the creative work on Samsung’s global brand marketing campaigns, roughly one-third of its overall marketing and advertising budget, which totals $600m (£316m).