Notes by the Nation: Samsung shows off the creative capabilities of the new Galaxy Tab Series

Notes by the Nation: Samsung shows off the creative capabilities of the new Galaxy Tab Series

Samsung’s new integrated campaign, created in partnership with Ketchum London, encourages people to read, write and share stories, whatever the form; be it e-books, notes, or pictures. Notes by the Nation campaign is designed to enable creativity and showcase the many ways we can tell stories — using real-life notes from people of the UK, reflective of personal moments, messages, and stories. Funny, silly, heartfelt to downright bizarre, all written and powered by the reading and creative capabilities of the Galaxy Tab S9 series.

The cross-channel campaign has been activated through OOH, experiential, social, digital, and earned channels, in Samsung’s latest drive to push the boundaries of its audience-first customer marketing campaigns. From the Piccadilly lights to a one-of-a-kind immersive pop-up experience located at Waterloo Station, a film on Amazon channels and a UK outdoor campaign.

The pop-up ‘The Creative Station’ powered by the Galaxy Tab S9’ is a free interactive space allowing commuters to explore their creative side.

Through a series of workshops and activities, commuters will be encouraged to get hands-on with the products to read, write, draw, and share as they wait for their train. Supported by a roster of talent and partnerships, opened by presenter, podcaster, and author Nick Grimshaw, who launched the campaign to consumers.

In partnership with renowned street artist Andy Leek (also known as Notes to Strangers), visitors can craft personalised ‘notes to strangers’ – messages of encouragement, wisdom or humour, echoing Andy’s uplifting artwork.

And, working alongside Metro, visitors can share their Rush Hour Crush live directly from the Galaxy Tab S9 Series, displayed in real-time on digital displays within the pop-up. Passers-by can also connect and share their favourite stories with a digital book club workshop.

Indy Selvarajah, chief creative officer, Ketchum:“The Notes by the Nation campaign brilliantly showcases the Galaxy Tab S9’s innovative and intuitive note-taking features. But more than that; by turning the likes of Piccadilly Lights into the nation’s fridge door and inviting the public to share the notes they make, we’re seeing they are more than mere scribbles, but windows into our lives, our personalities, our souls. Turning it into more than an advertising campaign and into an exhibition starring the nation”.

The multimedia campaign, activated by agency Ketchum, with paid media booked by Starcom working with JCD & Clear Channel for the OOH campaign. With promotion across 440 advertising sites, the media campaign is set to deliver 110M out-of-home advertising impacts.


Brand: Samsung UK
Ketchum London
Alice Burden
Phillip Laskaris
Creative Director:
Luke Walker
Indy Selvarajah
Jessica Hobbs
Craig Campbell
Head of Design:
Donya Davis
Producer: Jacqui Licorish
Rachel Rix
Practice Director:
Jade Cooper
Snr Account Director:
Meli Shannon
Snr Account Director:
Tilly McCluskey
Account Director:
Natalia Buggs
PR Consultant:
Becky Hudson
Production Comp:
Mad Cow Films
Justin Hackney
Exec Producer:
Pete Chambers
Media Planning & Buying:

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