Matt Pye, managing director at Cheil UK: ‘Here’s a genuinely creative idea that not only engages across multiple channels, but which also maximises shareability and talkability – two key factors for brand success today.’
Samsung Electronics UK is supporting the launch of its NX smart camera range with a multi-million integrated campaign. This weekend sees the first airing of the TV advert created for the campaign that features people with the name David Bailey from all over the UK.
143 David Baileys star in Samsung camera advert | The Drum po.st/DaCA4v via @po_st
— Will Corry (@slievemore) October 29, 2012
Recruited through a 360 degree marketing campaign the collection of David Baileys includes a priest from Tamworth a teacher from Kent and a plumber from Cambridge. www.samsung.com.
The 143 David Baileys have been recruited from all over the UK through social media, national press, online display and PR activation. The David Baileys have been trained and given a brand new Samsung NX1000 in a bid to democratise photography and demonstrate that with the new Samsung camera, amazing pictures are accessible to everyone. The David Baileys will be given several assignments, the first role of which was to be part of the TVC which will hit screens at prime time this Sunday during X Factor.
Produced by Rokkit and directed by Andrew Lang the 30 second long advert sees the 143 David Baileys learning to use the camera and putting their photography skills to the test at a catwalk show. The TVC will run throughout November on various channels including ITV, Channel 4, Five and Sky.
Samsung’s NX range of cameras is aimed at those with an interest in photography, who want to graduate from a compact to a more ‘professional’ style camera. The user friendly technology and design of the range provides powerful image quality and innovative features such as wi-fi connectivity without the cumbersome weight and design of an SLR.
Andrew Garrihy, Director of Corporate Marketing, Samsung UK and Ireland said, “The David Bailey campaign has been an exciting one from the start, it has been great to uncover all those David Baileys and give them the chance to test out the NX1000. The campaign aims to demonstrate that with the right product amazing photography is accessible to everyone”.
David Bailey said, “I like the campaign, the idea of having loads of Baileys all over the place taking pictures. What makes it special is they aren’t photographers so the results will demonstrate how good the camera is and I’m looking forward to seeing the shots taken by my namesakes.”
The campaign concept and execution was devised by Cheil UK, media buying was supported by Starcom Mediavest and PR activation from the Red Consultancy.
About Cheil UK (www.cheil.co.uk)
We are a one hundred person* strong integrated marketing agency based in King’s Cross which until now has been dedicated to helping drive Samsung’s incredible growth in the UK, by providing it support** across advertising, retail, digital, experiential, sponsorship and social.
As a result of this heritage, we believe we are in a unique position to understand and influence the customer journeys that affect a brand’s business success. This position allows us to give marketers best advice, irrespective of channel, and to deliver innovative communications strategies that truly connect with people, and move brand metrics as well as product. And now we are finally in a position to prove it.
We are part of Cheil Worldwide, which recently won the SXSW Digital Campaign of the year and the Cannes Grand Prix for the Tesco Home plus campaign.
About Samsung Electronics Co., Ltd.
Samsung Electronics Co., Ltd. is a global leader in semiconductor, telecommunication, digital media and digital convergence technologies with 2011 consolidated sales of US$143.1 billion. Employing approximately 206,000 people in 197 offices across 72 countries, the company operates two separate organizations to coordinate its nine independent business units: Digital Media & Communications, comprising Visual Display, Mobile Communications, Telecommunication Systems, Digital Appliances, IT Solutions, and Digital Imaging; and Device Solutions, consisting of Memory, System LSI and LED.
Recognized for its industry-leading performance across a range of economic, environmental and social criteria, Samsung Electronics was named the world’s most sustainable technology company in the 2011 Dow Jones Sustainability Index.
For more information, please visit www.samsung.com.
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