Local Samsung campaign strikes again

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Colenso BBDO has refreshed its Galaxy S7 and S7 Edge Now You Can campaign with a new burst of activity – the second piece of locally produced film.

Directed by Riley Blakeway and produced by Robber’s Dog, the film showcases the low-light capabilities of the Galaxy S7 and S7 Edge camera.

The latest film focuses on how the Galaxy S7 can help Kiwis capture the best of their nighttime experiences by not killing them with harsh light.

“Drawing the audience into a series of distinctly Kiwi settings, the film documents the after-dark adventures of groups capturing life at night, positioning the Galaxy S7 and S7 edge as the perfect companion for your low light experiences,” says Samsung marketing director Mike Cornwell.

“The locally inspired approach has hit a chord with mobile buyers, with the video accumulating over 500,000 views across YouTube and Facebook and helping to drive sales that have put Samsung in the number one spot in a hotly contested market.

“Following the success of the first campaign, which communicated the experiences that could be had through the GS7’s water resistant feature, we decided to embark on a second phase activity which would shift the focus onto the Galaxy S7’s superior low-light camera.”

Low kill factor
Colenso CD Aaron Turk said: “We’ve all tried capturing photos at night on our mobile phones. Unless you use a flash, which blows out everyone’s face and blinds them in the process, you end up with a very grainy out-of-focus image.

“The beauty of the Galaxy S7 is that it can capture these moments without killing them with harsh light and that resonates with an audience that’s all about sharing life’s experiences as they happen.”

“The first campaign was effective, because it reinforced what’s unique about New Zealand and how the GS7 is made for our active, adventurous consumers.

“The second piece of work echoes the familiarity of the Now You Can campaign idea, but communicates a fresh message around how the Samsung smartphones can play an integral part of capturing those moments worth remembering.”


Client: Samsung New Zealand
Agency: Colenso BBDO
Production Company: Robber’s Dog
Partners: Starcom NZ

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