The campaign has been designed specifically to appeal to a female audience and the product took its inspiration from the world of fashion with its distinctive quilted back cover.
The campaign has will have a high-end, glossy magazine look and feel and spans print; online; social media; OOH, in store and PR.
Part of the integrated campaign includes two ’gift with purchase’ retail promotions and in store advertising. At Carphone Warehouse customers buying the Samsung Diva receive a free Benefit make-up set and at 02 stores customers receive a copy of The September Issue DVD and a year’s magazine subscription from iSubscribe.
The advertising creative and microsite has been developed by Grey London; the retail campaign has been developed by Mworks; media buying by Starcom and PR is by The Red Consultancy.
The campaign first breaks on 1 March in print titles including Vogue, The Sunday Times Style Magazine and Stylist. The creative will also feature on fitting room panels in Miss Selfridge and New Look stores.
Samsung has worked with photographer, James Gooding, to write, direct and shoot a series of videos that encapsulate the spirit of Be Diva and showcase the product benefits. The videos will be hosted on a dedicated Be Diva microsite
It will use a ’Be Diva’ campaign encapsulating the highly social, outgoing, connected, characteristics of a modern day diva to appeal to the target audience.
To further enhance the handset’s fashion credentials and increase connection with the target audience, Samsung Diva is also announced as title sponsor of the world’s largest modelling contest, Elite Model Look UK.
Mikah Martin-Cruz, marketing director, Samsung Electronics UK, says: “The campaign is a continuation of Samsung’s innovative approach to category advertising, designed to appeal to the female audience. Be Diva aims to connect on an emotional level; as people recognise a small part of themselves in the Be Diva campaign. As with all our recent advertising we have taken a consumer-centric approach and this campaign is another example of us cementing our position as brand leader in the UK.”