Diamonds (and phones) are a girl's best friend: Samsung shows off its new Note with the help of Naveya & Sloane

  • Advertising
  • December 8, 2014
  • StopPress Team
Diamonds (and phones) are a girl's best friend: Samsung shows off its new Note with the help of Naveya & Sloane

Tech companies have long focused on how their products can augment life. Google has released a few stunners, like the amazing story of Saroo Brierly; Apple's iPad Air campaign featured Yaoband, Jason Hall, Cherie King and Esa-Pekka Salonen putting the product to good use; and Samsung has employed the services of corporate mascots like Lebron James and, more locally, Israel Dagg. Now the local branch of Samsung is focusing on arts and crafts by showcasing how jewellery designer Rachel Sloane from Naveya & Sloane uses the Note 4 to help bring together the real and the digital. 

While Dagg's appearances played to his strengths and focused on humour, this one, which was again shot by Augusto, is in keeping with the fine materials used by the business and is all class (Samsung worked with Otis Frizzell and Kate Sylvester for the Note 2 launch). 

Naveya & Sloane was launched by Sloane and her partner Alex Bunnett in 2009. And she told the Herald in October: "The way we market ourselves plays a huge part in growing our brand. We aren't just selling a product, and we really put our heart and soul into everything we do - from our product, to our packaging, the chairs our clients sit in and the candles burning in our showroom. It's about the whole experience at Naveya & Sloane, rather than just the product on its own." 

She said the ultimate goal is for the business to be "one of the most beautifully designed businesses and brands in the world" and it has big plans to be mentioned in the same breath as other international luxury jewellery brands.

After opening their second showroom this year at their Queen Street studio, their next step is looking at exploring offshore expansion options in London, Hong Kong and Sydney. And, if the 21,000 views on Facebook are any guide, being used as a case study in Samsung's content marketing has helped to spread the brand a bit further.

While Apple generally runs international material in this market, it did get Bret McKenzie and Hamish Blake to do a regionally specific voiceover of the international ad for the iPhone 6 and iPhone 6 Plus (in the US, it used the voice of Jimmy Fallon and Justin Timberlake) that likened the new phones to sexy robots. 

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

NZ On Air announces first round of NZ Media Fund decisions

  • Media
  • July 25, 2017
  • Erin McKenzie
NZ On Air announces first round of NZ Media Fund decisions

The first round of funding for NZ On Air's NZ Media Fund is complete, with the announcement of the successful factual and scripted programmes that will be broadcast across a number of platforms. Plus: media companies share their thoughts on the model.

Read more
Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit