Samsung unveils biggest marketing effort

Samsung is preparing its biggest ever marketing push to promote the Galaxy S III smartphone, which it hopes will far outsell any of its other devices.

Its latest smartphone is to be marketed as being “designed for humans” as Samsung looks to pitch its phone at all segments of the market, not just early technology adopters.

A global TV campaign will use emotive messaging for the first time to help communicate some of the phone’s more intuitive features, such as the feature that uses the front-facing camera to detect whether a user is looking at the phone and goes on standby if not. This is demonstrated by a father reading an e-book bed time story to his child on the phone, which turns off as they slowly doze to sleep.

The activity will include Samsung’s first ever “Pins” – branded pop-up stores that will showcase all of its devices, demonstrated by a product team, in major towns and cities across the world.

The device is also being marketed as the “official phone of the Olympic Games” and will use NFC technology in partnership with Visa to allow contactless payment and other features such as ticketing at the event. More marketing around the Olympics is planned closer to the event.

Christine Cho, director of Samsung Mobile Communications’ global sales and marketing team, told Marketing Week the company believes the increased marketing effort will help the S III far outsell the 20 million units that have been sold of the Galaxy S II and help cement its position at the top of the mobile market.

She adds: “We are using the emotional connection [for the first time in our marketing] to truly demonstrate how this phone can help you get the best out of life. We want customers to see we are an aspirational brand and through this marketing campaign we hope they will want to experience all of our devices.”

Click here to read why Marketing Week reporter Lara O’Reilly feels the Galaxy S III launch is Samsung’s “iPhone moment”.

Last month Samsung overtook Nokia to become the world’s largest phone maker. On the same day (27 April) it reported a record £3.2bn quarterly profit, driven by sales of the Galaxy S II device.

Malik Saadi, principal analyst at Informa Telecoms and Media, was less enthusiastic about the Samsung Galaxy S III’s potential success: “While the Galaxy S III will be highly desirable for enthusiastic and advanced users, Samsung will have to build on the already popular Galaxy brand and push it hard to various distribution channels before the iPhone 5 is launched.

“Samsung will find it hard to convince and educate the typical mobile phone user to adopt and use all the advanced experiences enabled by this phone. In this specific segment, Samsung Galaxy S III is unlikely to meet with great success, at least in the early stages after launch.”

The Samsung Galaxy S III is available in the UK from 30 May.

Samsung Galaxy SIII
Samsung Galaxy S III

Samsung Galaxy S III product specifications

Display 4.8HD Super AMOLED
OS Android 4.0 (Ice cream sandwich)

Rear: 8 mega pixel auto focus camera with flash and zero shutter lag

Front: 1.9 mega pixel camera with HD recording at 30fps and zero shuter lag

Memory 16/32GB (64GB available soon)
Connectivity WiFi/GPS/GLONASS/NFC/Bluetooth 4.0
Dimensions 136.6 x 70.6 x 8.6 mm, 133g
Battery 2,100mAH
Additional features

S Beam, Buddy photo share, Share slot

AllShare Play, AllShare Cast

Smart stay, Social tag, Group tag, Face zoom, Face slide show, Direct call, Smart alert, Tap to top, Camera quick access, Pop up play, S Voice, Burst shot, Best photo, Recording snapshot HDR

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here