The campaign aims to “democratise photography” by crowdsourcing images created by people who share the name of British photographer David Bailey.
Hundreds of “David Baileys” will be recruited via social media, press, online display and PR to be given a camera and be trained by the real Bailey.
Winners will also be given weekly photography assignments via a Facebook group, the result of which will be featured in a second wave of advertising on Facebook, press and online display. In the final phase, those willing to change their name or profile pictures on Facebook to David Bailey will also be eligible to participate.
Samsung hopes that by proving anyone can take professional photography using the NX range, the company will grow the digital photography sector in the same way it has grown and become a leader in categories such as mobile and smart TVs.
Andrew Garrihy, Samsung’s director of corporate marketing for UK and Ireland, told Marketing Week: “It’s really part of our DNA to look at categories through a new lens to make the experience better than before. Our focus in this campaign is very much on bringing tech innovation to the digital imaging category to make capture, edit and share better than ever.”
The campaign was created by Samsung’s integrated lead agency Cheil UK, while Starcom handled the media planning and buying.
It builds on Samsung’s global activity for its Galaxy S3 smartphone, much of which focuses around the innovations to the product’s camera.
Garrihy says the marketing activity and the product itself has “cemented” Samsung as a global leader in smartphones.
He adds: “It’s put the brand in a really positive space, both across mobile and corporate and has helped us be associated with things like innovation, distinctiveness and openness as Galaxy phones – with the S3 as the hero – are for everyone.”