Samsung’s global marketing campaign for the recently revealed Galaxy S25 Series has begun. BBH Singapore developed the campaign to establish Galaxy AI as a vital tool that is essential to people’s everyday lives. Following the incredible success of Galaxy AI’s debut in 2024, BBH Singapore is set to begin its second worldwide campaign as a major agency for Samsung’s flagship phone in the upcoming weeks.
Continuing, BBH developed a comprehensive content ecosystem centred on the new features and AI capabilities of S25 Ultra as part of an integrated campaign designed for social engagement. The strategy includes six advertisements that emphasize the new capabilities, a hero product film that was released during Galaxy Unpacked, and a social campaign that brings the phone’s revolutionary AI technology to life.
BrandSpur news brand reports that to help them make the most of every minute, BBH developed a Cinematic Universe of characters that appear on several platforms and channels in a variety of real-life scenarios. For instance, locating the ideal pet-friendly eatery and sharing it right away.
Additionally, the creative purposefully employs clever mnemonics to increase awareness of the campaign, which will be distributed via TV, Cinema, digital, and social media.
According to Samsung’s Chief Creative Officer, Sascha Kuntze: “We identified a crucial opportunity with the S25 Ultra launch to transform how people think about Galaxy AI.
“Through an audience-centric campaign built around genuine everyday insights, we’ve shown how Galaxy AI naturally fits into people’s lives – not just as innovative tech, but as a companion,” Kuntze added.
According to Samsung Electronics’ EVP, Sung Chang: “Working with BBH, the campaign perfectly showcases the next chapter of Galaxy AI, welcoming a new era where your phone understands and adapts to you like never before.”
