Samsung UK is taking over JC Decaux’s new Cromwell Road Digital Gateway in the run up to Christmas with an outdoor campaign created by Cheil UK. The campaign, which has been planned and booked by Rapport (formerly IPM), will use the digital outdoor space to showcase Samsung’s range of mobile products in the approach to Christmas.
This is the first time Samsung has brought together its entire range of mobile products in one media space, and will be used to promote the GS3, Note 10.1, Note 2 and the S Camera products during a two-week period running from this week.
Samsung will provide updated creative each day across the nine digital screens that comprise the gateway. It will run daily product-specific messages for the first eight days and targeted multi-product messages for the second half of the campaign. The site is almost certainly the UK’s dearest, with over two million car passengers travelling between west London (including Heathrow) and the centre.
Matt Pye, Managing Director at Cheil UK managibg director says: “Samsung’s strategy is to highlight the core benefits of the key products to audiences, bringing them to life in a contextual way. More than simply adding a bit of tinsel, Cheil’s creative will use the digital space on the fabulous Cromwell Road to showcase Samsung’s extensive range through relevant seasonal scenarios and narratives, engaging our audiences in the pre-Christmas period.”