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.
