Samsung has released its Samsung Galaxy Note5 and teamed up with designer menswear brand Working Style to promote the product in New Zealand, creating an analogy between the streamlined design of the device and the fine workmanship of a tailored suit via a TVC by Augusto.
In the clip, Working Style creative director Eddie Von Dadelszen weaves a story around how the Note5 enables him to bring Working Style’s tailoring and sartorial design to life.
“Tailoring is an industry that is steeped in tradition, but technology has to play a big part in our design process. With my Samsung Galaxy Note5 I can share intricate designs and measurements between our workroom in Auckland and our mills in Italy,” says Von Dadelszen.
Samsung New Zealand head of marketing Mike Cornwell says partnering with Working Style was a perfect fit.
“Note users treat their mobile devices as constant companions. How the curved frame rests in the palm, the sleek metal and glass construction, the preciseness of the S-Pen and the crisp display. Every element of our 5th generation Note marries functionality with carefully considered design,” he says.
“As a legacy product with discerning users, we saw natural parallels between the Note5 and the Working Style brand, a commitment to premium craftsmanship, timeless design and a creative spirit, which perfectly embodies the qualities that our Kiwi Note5 users value.”
Working Style director Chris Dobbs says the campaign is a perfect vehicle to denote the mutual values Samsung and Working Style share.
“We look to work with other brands that share our values, target audiences and commitment to New Zealand. The Working Style man appreciates luxury, but needs quality tailoring that meets the demands of the professional world. This is in line with the proposition Samsung delivers to their Kiwi customers.”
This isn’t the first time the Samsung NZ has teamed up with a company that places an emphasis on design. When it released the Samsung Galaxy Note4 last year it partnered with Naveya & Sloane showing how jewellery designer Rachel Sloane uses the Note4 to help bring together the real and the digital in the form of a TVC shot by Augusto.
Samsung also worked with Otis Frizzell and Kate Sylvester for the Note2 launch.
Samsung is promoting the device in the US with the classic spinning smartphone technique. It's also been posting a series of 'How to' videos which show how to use its fancy new features, like long-form screenshots.
And as Samsung pushes the Note5, Apple is similarly pushing its new 6s and 6s plus with 3D touch. It's released an ad focusing on the new touch interface and gestures.
Naturally, the telcos have fast jumped on the Note5 bandwagon and are promoting the new Samsung model through their channels, notably through Facebook and their websites.
2degrees is trying to lure customers into a $49 plan which includes free Neon for six months.
Meanwhile, Vodafone is trying to get customers to pick the phone up a Red-plus 24 month plan which includes a free a 9.7 inch 4G tablet, worth $699.
Spark is focusing more on the iPhone 6s release but is also running a Facebook competition for the Note5.