Samsung: Don't Just Watch Move Freer

As the creative agency responsible for leading this Samsung UK campaign, RAPP has devised a highly targeted campaign to promote Samsung’s Smartwatches, Galaxy Watch3 and Galaxy Watch Active2.The work uses the provocative line ‘Don’t Just Watch’ along with relatable scenarios that show the devices’ innovative features at their best. With multiple variants of the creative, the campaign delivers a matrix of different smartwatch products, features and messages, to a wide variety of custom YouTube audiences – depending on their individual preferences.

It will feature on YouTube, Pinterest, online video (Condé Nast, Teads, Hearst, The Trade Desk) and OOH (roadside, National Rail, Underground and buses) until the end of June.

RAPP’s brief was to develop an overarching creative platform which inspires Samsung owners to buy a Samsung Galaxy Watch3 and Galaxy Watch Active2.

The campaign shows how smartwatches can help people to “Push harder, Pay quicker, React faster, Dream bigger, Move freer” and “Own your health.”

Using inspiring imagery, powerful language, and relatable user scenarios, the campaign shows how their incredible features can revolutionise Samsung users’ lives.

Rather than being product led, the ads are all about how the watch can integrate into the customer’s lifestyle. Samsung’s hardware, software, services and partnerships have enabled its smartwatches to offer so much than simply the functionality of the smartwatch. For example, one ad is about how it can be used to monitor and improve sleep, from dimming the lights ready for bed with SmartThings, to tracking your sleep through the night with Sleep Score. Another demonstrates how the watch doesn’t just allow you skip songs on Spotify, customers can download the tracks and be totally free of their phone.

The ‘Don’t Just Watch’ construct allows the brand to talk about everything from features and activities to topical events and other launches. It also stands alone - saying everything you need to know about the watch in just three words.

The tone and style of the campaign has been devised to work through the line, from big, bold print statements to data-driven DOOH. It also showcases details and key features on formats such as Facebook Instant Experience and Instagram Stories.