Samsung looks to link with youth culture with £10m Galaxy Alpha push

Samsung is looking to link to UK youth culture with the £10m launch campaign for its latest premium handset, the Galaxy Alpha.

Samsung Galaxy Alpha
Lily Allen stars in the TV ad for Samsung’s Galaxy Alpha smartphone

The TV element of the multi-media campaign, created by Cheil, stars pop singer Lily Allen who soundtracks the spot with “As Long As I’ve Got You”. It launches tomorrow (20 September) with a 60-second primetime spot.

The campaign has been shot on location around England and aims to show the smartphone in natural settings of what it deems “Alpha Britons” – young people who “embody the spirit of new modern Britain and its stylish youth culture”, the company says.

The print, in-store and digital display parts of the push (see picture below) will feature real life “Alpha Britons” and will include statements such as “Shadwell Chic” and other references to their style.

Cheil says the campaign marks the first time it has created a brand platform for Samsung in the UK, one it says will influence the way Samsung devices are marketed in the future.

Russell Taylor, Samsung UK and Ireland vice president of corporate marketing, says: “The Galaxy Alpha is a smartphone that pushes the boundaries in terms of its style and technology and we wanted a campaign that was culturally relevant with young minded consumers.”

The Samsung Galaxy Alpha has been on sale since 12 September and has been given overwhelmingly positive reviews by technology blogs. However, it goes head to head in retail with the iPhone 6 and iPhone 6 Plus, which both went on sale today (19 September).

Samsung attempted to deflect attention from the high-profile Apple launch event last week with a series of guerrilla digital marketing tactics, including a video featuring Apple Store staff lookalikes emphatically cheering the fact that the iPhone 6 appeared to be very similar to other phablets available in the market.

Samsung just leads Apple in terms of market share in Great Britain. It had a 31.8 per cent share of the smartphones sold in the region in the three months to August, compared with Apple’s 27.1 per cent.

Samsung is currently on a journey to become “the most loved brand” in the UK, a mission that begain in February when it launched a brand marketing platform dubbed “Launching People” that saw it create a TV show where stars mentored undiscovered talent.

Photo: Samsung Galaxy Alpha print ad

Samsung Galaxy Alpha print ad

Latest from Marketing Week

Mark Ritson investigates: Recreational marijuana

After probing America’s newest industry four key questions spring to mind: Which will be the big marijuana brands of the future? Why does scale drive ad effectiveness? What day is it? And, why have my legs stopped working?


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