Taylor Herring unveil fully integrated campaign to launch Samsung Galaxy S20
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Here's the latest from the creative world as we know it.
A campaign by Taylor Herring
Creative PR agency Taylor Herring are behind a series of three unique TV spots for Samsung starring Lewis Capaldi which aired during the Brit Awards ad break on ITV.
The TV ad-takeover is only one element of an ambitious integrated campaign that included a secret gig, a big screen live feed to shopping centres across the UK, a Facebook live stream, in-store activations, cab wraps and additional social content uniquely formatted for Instagram and YouTube.
The three, 30-second spots which aired over a single break, told the story of a surprise ‘pop-up’ gig in London’s Covent Garden which took place on 15th February when Lewis played an unannounced set to shoppers in Seven Dials Market.
The first spot which featured Instagram-style vertical filming, showed the star cruising around London en route to his gig in a wrapped London taxi. Capaldi then leapt into action with his surprise show from a balcony in the market hall for the two further spots and ended with the star leading a mass singalong of his number one Someone You Loved.
The commercials highlight the best in class product functionality of the new Samsung Galaxy S20 flagship phones, with a focus on the camera USP’s which include the revolutionary ‘8k Snap’ and ‘Space Zoom’ functions.
Taylor Herring and their production arm St Marks Studios produced the live event and the three TV spots, led by chief creative officer Peter Mountstevens, associate director Sam Corry in partnership with Alex Conaway, brand lead for Samsung.
The Taylor Herring team also oversaw a live stream which was mixed live and shot entirely on the Samsung Galaxy S20 phones to digital screens which included Piccadilly Circus, Westfield and the Samsung KX store.
The stream, which is also hosted on Samsung’s Facebook page, clocked up over 2.3 million views over two days. The full concert will be made available to view on additional Samsung channels later this week.
CEO James Herring said; “Probably the most ambitious, exhilarating and nerve-wracking project we’ve done in the history of the company. It’s a sign of the times that a PR agency can take creative leadership of a flagship campaign that runs through every possible engagement channel: from TV to outdoor, from influencer to experiential, from Facebook to YouTube, from in-store to shopping centre screens. All of this sitting under the strategic umbrella of a shareworthy PR campaign. P.S. 350 pieces of media coverage so far, 3 million live stream views – and the campaign hasn’t even been broadcast yet.
Associate Director Sam Corry commented; “This was a brave and ambitious project which was put together in a four-week time frame. The creative involved; a pop-up concert, three TV adverts during the BRIT Awards, live streaming to digital OOH sites across the UK including the iconic Piccadilly Circus screen, in-store activations, cab wraps and social content uniquely formatted for different platforms. Lewis is the biggest music star in Britain right now and has four nominations at the BRITS this evening. Capaldi’s audience demographic crosses perfectly with Samsung’s target market for the new Samsung Galaxy S20, making this the dream brand partnership.”
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