Cheil MENA, a communications partner of Samsung Electronics, unveils a three-month integrated campaign that lights up Sheikh Zayed Road through a digital billboard displaying consumer-generated content that promotes the powerful photographic capabilities of the new Samsung Galaxy S5.
The ‘Super Selfie’ campaign encourages Samsung Facebook fans to upload their personal photos onto the social media platforms. Those with the most shares and likes are streamed onto the screen via the purpose-built billboard that has the digital capabilities to display content generated by consumers.
This creative media solution was inspired by the Galaxy S5 TVC centered on the same theme of selfies. The campaign sets an example of a truly integrated creative approach where an online activation and social media marketing seamlessly connect with OOH media, making it the first campaign of its kind to launch in the UAE.
Account Director at Cheil MENA, Nitin Baweja, said, “We wanted to create an idea that would move people into action whilst achieving significant awareness for the new phone. The partnership with the Dubai Municipality has been a one-off opportunity to push the boundaries like no other brand has ventured to do before and we are truly grateful.”
“We wanted to invite our audience to explore the unique capabilities of Samsung GALAXY S5 by capturing their best sides and sharing what they love. This campaign is designed to provide people with a platform where they can share their fun moments with their friends and be given the opportunity to be seen by the world,” said Omar Al-Jabi, Creative Director, Cheil MENA.
“Samsung designed the Galaxy S5 for what matters most to consumers by offering the best in class capabilities in the market. The outstanding 16MP camera captures your best moments, allowing you to cherish the moments you wouldn’t want to miss. The “Super Selfie” campaign is all about celebrating with the whole world the endless possibilities we come across every day for capturing and sharing our ‘super’ moments,” said Mr. Haris Munif, Head of Marketing, Telecommunications Group at Samsung Gulf Electronics.
The billboard is located on Sheikh Zayed road facing the Dubai Garden Centre. The campaign started on July 1st and participants of the activation are invited to upload their selfies until September 30th 2014.
Wednesday, July 30- 2014 @ 12:31 UAE local time (GMT+4) Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of Mediaquest FZ LLC.