Samsung is launching what it claims is the UK’s biggest-ever takeover of large format poster sites.
The year-long push, planned and booked by Cheil UK in conjunction with OOH specialist agency Rapport, is a UK first that will see media owners remove all other site branding to make way for more than 200 Samsung-branded illuminated light boxes.
Samsung will maintain a constant roadside presence over the coming year at locations including London’s A4 Cromwell Road and other key city centre locations to showcase its entire range of mobile devices. The first products to feature will be the Note II tablet and the imminent Galaxy S4 smartphone.
Avikar Jolly, head of brand and communications, Samsung UK & Ireland, says: “We are always looking for ways to maximise our media impact and having an illuminated light box which haloes the Samsung brand whatever the creative execution, was an opportunity to push the boundaries of OOH we simply couldn’t pass up.”
Fiona FitzGibbon, head of out of home at Cheil UK, says: “We have hand-selected sites to ensure the light boxes are fitted where Samsung’s ABC1 audience live and work. Samsung’s constant, targeted roadside presence over the next 12 months will give the brand monumental exposure.”