Samsung Galaxy S25 Launch: AI-Driven Innovation Meets Next-Gen Marketing
Samsung has teamed up with BBH Singapore to launch an innovative global campaign for the highly anticipated Samsung Galaxy S25 Series. The campaign aims to position Galaxy AI as an essential tool seamlessly integrated into everyday life, making technology feel more intuitive and indispensable than ever before.
Following the massive success of Galaxy AI’s 2024 debut, this marks BBH Singapore’s second major global campaign for Samsung’s flagship phone. The agency has crafted an expansive, socially-driven Samsung marketing strategy designed to engage users on multiple levels, with a special focus on the S25 Ultra’s groundbreaking AI-driven features.
A Social-First Approach to AI Innovation
BBH’s approach takes the campaign beyond traditional advertising, creating an immersive ecosystem of content that highlights the AI-powered smartphone’s cutting-edge capabilities. A mix of social-first storytelling, engaging Samsung digital marketing content, and traditional media ensures that the Samsung campaign reaches a global audience in a fresh and exciting way.
The campaign includes a hero product film, which made its debut at Galaxy Unpacked, along with six commercials that showcase the most impressive new features. But what truly sets this campaign apart is its Cinematic Universe concept—an interconnected world of relatable characters navigating real-life scenarios where the Samsung Galaxy S25 becomes their ultimate AI-powered companion.
Bringing AI to Life in Everyday Moments
The creative direction focuses on illustrating how Galaxy AI simplifies daily life. Whether it’s effortlessly finding a pet-friendly restaurant or instantly sharing recommendations with friends, the campaign presents practical, real-world applications of Samsung AI technology.
A key element of the storytelling is the use of smart mnemonics—visual and auditory cues that reinforce recognition across multiple channels. The campaign will be rolled out across Social, Digital, TV, and Cinema, ensuring maximum reach and engagement.
A New Era for Galaxy AI
Sascha Kuntze, Chief Creative Officer at BBH Singapore, shared insights into the campaign’s vision: “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 Samsung AI naturally fits into people’s lives—not just as innovative tech, but as an AI-powered companion.”
Sung Chang, EVP at Samsung Electronics, echoed this sentiment, stating: “Working with BBH Singapore, 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.”
With this bold and immersive Samsung social campaign, Samsung and BBH Singapore are setting the stage for Galaxy AI to become an essential part of users’ daily routines. As the Samsung Galaxy S25 Series rolls out worldwide, one thing is clear—smartphone innovation isn’t just a feature, it’s a game-changer.
Credits
Client: Samsung Electronics
Agency: BBH Singapore
