For the Diva Diamond handset, a diamond necklace will be given away with each new phone. Press ads and in-store point-of-sale will feature diamond-encrusted typography on a black background.
Claire Darbon, channel marketing manager at Samsung, said: "The concept of giving 02 customers an actual diamond just for taking out the device is very compelling. We’re sure the idea will do a great job for the sales of Diva in the New Year."
For the second handset – the Solid Immerse – a mechanical in-store display will plunge the phone into water and blast it in a wind tunnel to demonstrate its rugged credentials. The device is waterproof, shockproof and dustproof.
Jon Marchant, group account director at Big Communications, said: "Our campaign effectively gives the rugged device relevance to a new audience, the extreme sports enthusiast, for the first time."
Samsung launched earlier this month, taking the Google name over from rival HTC.
The company also made to push its mobile and products last month.
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