Why wait?
With a blatant dig at the iPhone and it’s associated problems, we billed it as the perfect time to switch to the Galaxy S6 edge. Ditching cryptic brand messages in favour of unprecedented media reviews and reaffirming its status as the iPhone killer, a confident creative style was required. No more traditional, full-length beauty shots – we went in close to accentuate the beauty of the curve.
The message spread through a completely integrated, 360 campaign including TV, out-of-home, a takeover of Waterloo station, social content, experiential Call Centre roadshows, retail training and e-learning.