CLIENT:
PROJECT:
TERRITORY:
MECHANIC
To drive sales of the new F210 mobile handset and raise awareness of Samsung’s music association. Finally to create a buzz around Samsung in Ireland.
MARKETING
Samsung sponsored the first leg of the Girls Aloud Greatest Hits tour at The Point Depot in Dublin. This included pre-show party, meet & greets and press interviews. Cheryl Cole and Sarah Harding made personal appearances at Samsung sponsored event ‘World Cyber Games Championship’. This also included press and meet & greets.
The Girls Aloud F210 purple phone launched with Samsung and included pre-loaded content such as Girls Aloud videos, audio and wallpapers. 10,000 handsets were made available exclusively at Phones 4 U stores.
F210 launched at the ‘Sketch’ nightclub in London, featuring a live set, press interviews and meet & greets.
F210 phone features in the Girls Aloud ‘Call the Shots video.
RESULTS
Over 120 journalists made the F210 launch the biggest ever PR event of Samsung UK.
In its first week of release the F210 was the 2nd best-selling prepay handset at Phones 4 U.
National Press Coverage, including The Sun, The Star and The Metro etc.
QUOTE
“The Samsung F210 purple campaign came about as part of an ongoing relationship between Samsung Electronics and Universal Music. The more we work together, the more we better understand each other’s business and the common ground we share to achieve successful product launches, content, media coverage and events. Working with Girls Aloud to launch the F210 purple is a perfect example of this and our growing relationship.”
Anne-Sophie Frenove
Samsung Mobile UK
