Cheil MENA, a communications partner of Samsung Electronics, has unveiled a three-month integrated campaign that features a prominent digital billboard on Sheikh Zayed Road displaying consumer-generated content from their Facebook page. The campaign in aimed at promoting the powerful photographic capabilities of the new Samsung Galaxy S5.
The campaign is titled ‘Super Selfie‘ and it encourages Samsung Facebook fans to upload their personal photos on social media. Those with the most shares and likes are streamed onto the screen via the purpose-built billboard that has the digital capabilities to display content generated by consumers.
“We wanted to invite our audience to explore the unique capabilities of Samsung GALAXY S5 by capturing their best sides and sharing what they love. This campaign is designed to provide people with a platform where they can share their fun moments with their friends and be given the opportunity to be seen by the world,” says Omar Al-Jabi, creative director at Cheil MENA.
This creative media solution was inspired by the Galaxy S5 TVC centered on the same theme of selfies. The campaign takes an integrated creative approach where an online activation and social media marketing connect with OOH media.
Nitin Baweja, account director at Cheil MENA says, “The partnership with the Dubai Municipality has been a one-off opportunity to push the boundaries like no other brand has ventured to do before and we are truly grateful”.
“Samsung designed the Galaxy S5 for what matters most to consumers by offering the best in class capabilities in the market. The outstanding 16MP camera captures your best moments, allowing you to cherish the moments you wouldn’t want to miss. The “Super Selfie” campaign is all about celebrating with the whole world the endless possibilities we come across every day for capturing and sharing our ‘super’ moments,” says Haris Munif, head of marketing of the telecommunications group at Samsung Gulf Electronics.
The billboard is located on Sheikh Zayed road facing the Dubai Garden Centre. The campaign started on July 1st and participants of the activation are invited to upload their selfies until September 30th 2014.