Phone captures sports spirit

Samsung Electronics is launching a ski-themed integrated campaign to support the release of its Jet Ultra Edition handset, timed to coincide with the Winter Olympics.

The company has partnered with BBC Ski Sunday’s Ed Leigh and sports photographer Chris O’Connell for the £1.5m campaign, which includes a dedicated microsite and an online competition offering an all-expenses paid trip for two to the 2010 Winter Olympics resort of Whistler in Canada.

The campaign, created by BMB Live, kicks off with the new TV advert on 18 February and will be supported with radio, in-store and PR activity.
Mikah Martin-Cruz, marketing director of Samsung Electronics UK, says/ “The campaign highlights the Jet Ultra Edition’s speed and performance through a timely association with winter sports.”


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