Samsung launches first UK-led global campaign

Samsung Mobile has launched an integrated global marketing campaign to support its new Genio range of mobile phone handsets.

Samsung campaign

It is the first time the brand has led a global campaign out of the UK, under UK marketing director Mikah Martin-Cruz.

The creative and strapline “What colour is your life…?” developed by CHI and Partners will be picked up in all major markets, in contrast to previous campaigns where creative has been localised.

Samsung hopes to target the youth market with television, press, outdoor, cinema and online adverts highlighting the social networking capabilities of the handsets.

Twenty and 30-second TV spots break in the UK on 8 October.

The campaign also includes below-the-line retail marketing with freestanding units and interactive window displays.

Online marketing includes social networking activity on Facebook and Bebo

Martin-Cruz says: “This campaign really sets the bar for future global launches. With ‘What Colour is Your Life?’ we have created something that resonates with target consumers across the world. Our exciting new era continues as we maintain our focus on consumers’ experiences to connect with them and drive brand preference.”

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