Samsung has just introduced its latest phone in its Galaxy S series family, the S7 and the S7 Edge, so we thought we’d see what’s driving all the hype.
Hoping to strike a chord with the kiwi market, the international tech guru, with Colenso BBDO and Robber’s Dog, kicked off a local campaign with an ad to show off the how the phones waterproof feature makes it a perfect fit to the Kiwi lifestyle.
Rather than describing the features, ‘Now you can’ shows people participating in “classic kiwi activities”, like mountain biking and rock jumping, which involve getting the phone wet according to a release.
It appears the keep it local apprach paid off, with the ad reaching 700,00 views across YouTube and Facebook in less than a week.
Samsung’s marketing director, Mike Cornwell, said: “The water resistance feature of the Galaxy S7 is unique to Samsung, but is also incredibly relevant to Kiwis. Here in New Zealand we’re always close to a beach, a river or a lake, so there’s an emotional connection to the water that we wanted to explore with our messaging around the new phone. We’re pleased with the creative, because it tells a story about the phone in a way that New Zealanders can relate to.”
Further emphasis was put on the water proof feature at a Remix magazine party to launch both its new website and the new phone. It was the second party the magazine has hosted in association with a Samsung phone, however this year it mixed it up with a pool party theme to show guests they could enjoy the phone while swimming.
What kind of party do you have for the NZ launch of a water resistant phone? A pool party of course. #GS7NowYouCan
Posted by Samsung NZ on Thursday, March 10, 2016
As well as the party, Remix udes the S7 camera in an underwater photo shoot, with the images set to be featured in the next issue according to founder Tim Phin
Also pitching in to the hype was Spark, which featured the phone in a competition to win tickets to Auckland City Limits.
Through its Facbook page, the telco asked its customers to share their concert pictures with the best armature photographer taking home the tickets.
“Our campaign for the S7 revolves around the idea that luck isn’t just luck, it’s what happens when preparation meets opportunity, and the Samsung Galaxy S7 and S7 edge’s helps people be prepared for every moment: it’s great new features that improve on the last generation allowing people to do more, plus the fact that the smartphone these days is probably the most personal device you own — it’s where you capture and save all your favourite moments and how you interact with your friends and family,” said Spark.
For those who are going to Auckland City Limits this weekend, Samsung is offering the chance to join the bands on stage with NZ’s first live 360 degree experience.
By loading the phones into VR headsets, users will get 360 degree access to the on stage action.
Just incase the waterproof feature isn’t enough to sway people to upgrade, Vodafone and 2degrees are offering incentives for those who purchase one of the phones.
In a pre sale deal Vodafone is offering a free 64GB micro SD card, while 2degrees customers will receive six GB of free data with their pre-order of a S7 or S7 edge.