A new national B2B creative campaign 'Makes You Wonder' has been launched for Samsung to strengthen small businesses' confidence in the new Galaxy AI features of the Galaxy S24 series. “You wonder how you ever worked without it,” praises the first smartphone for small businesses with built-in AI tools such as live translation and transcription assist. The campaign also includes his first B2B activation of Circle to Search with Google.
Our analysis shows that while SMB business leaders are still unsure how to leverage AI, more than three-quarters (76%) are confident that AI will improve business efficiency by implementing new AI integration tools. I hope it will improve.
Ogilvy's creative campaign will be rolled out nationally across VOD, social, digital and DOOH placements in three 20-second films, with media planning and purchasing from Samsung's media agency Starcom. These films are curated by Matt Huntley, an award-winning writer and director with a knack for casting and eliciting great comedic performances, and still photographer David Stewart, known for his surreal and humorous portraits. I did.
The campaign brings together Starcom's strategic media buying and planning and Ogilvy UK's creative in an immersive way to really capture the attention of business leaders and address small business concerns. The goal is to generate interest and consideration for Galaxy AI from small business leaders.
The video-on-demand element uses data-targeted connected TV and online video placement to target Samsung's SMB audience in a high-quality, reliable environment. The creative will also be deployed on digital billboards across WeWork's 71 buildings to reach leaders during the workday and spark interest in the possibilities and possibilities of AI.
The campaign is complemented by a tactical partnership with leading industry publication Business Insider, curated by Starcom and hosted on a website that tells the stories of real SMBs using Samsung S24's AI capabilities across their businesses. We are using a video content series that has been published. Launching in late May, the partnership will also offer custom social and display promotions to showcase how small and medium-sized businesses can embrace AI.
Annika Bizon, Marketing and Omnichannel Director at Samsung Electronics UK & Ireland said: This is his most ambitious B2B campaign to date. Because we truly believe that Galaxy AI will transform your business to the point where you wonder how you ever worked without it. ”
Angus George from ECD Ogilvy UK said: “The world of AI, with its endless applications, can be difficult for small businesses to know where they fit best. This campaign makes it simple, tangible, and human. Why all the technology? You wonder if it can't be this easy.”
“This campaign pushes the boundaries of B2B marketing, combining the best performance with the most creative channels, because powerful targeting doesn't have to come at the expense of innovation,” said Elspeth Spelzini, Strategic Partner at Starcom. Because there isn't.
