Samsung GALAXY S4

UK Product Launch (pre-launch)










2013’s most anticipated smartphone: The Samsung GALAXY S4. Samsung strives for versatility with all their digital innovations, across smartphones, notes, tablets and laptops. Later in 2013 Samsung released the S4 range: Mini, Zoom, Mega and Active catering for a broad but distinctive customer crowd.

The launch of the S4 was hugely celebrated across the UK, with London being its key advertising focus. At Cheil UK we unleashed several campaign stages starting off with a pre-launch countdown until release date. A huge out of home take over targeted all key advertising locations across the entire city. For the first time ever in Samsung’s global product release campaign history, did we refrain from revealing any product shots. To build further anticipation we extracted elements from Korea’s key art and interpreted these for the UK market. Creating an advertising tool that works across all channels from digital to print to out of home to retail to online.

To advertise S4’s innovative new features, we added emotional value in using the phone. Creating a world around the brand positioning: Life Companion. The features advertised in the pre-launch phase were: Dual Shot, Sound & Shot, Air Gesture and Air View.


  • Idea and concept of pre-launch campaign
  • Overseeing photo shoot with CD
  • Developing and designing pre-launch campaign assets (6$, 48$, 96$, digital screens, London Underground take over, etc.)
  • Managing pre-print production (in-house) and final sign off alongside CD and ECD
  • Adaptations for digital, online, retail (bespoke formats)

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