The multi-layered B2C and B2B campaign started on Saturday (27 April) and was based at consumer-facing retail stores as well as Samsung's UK head office.
In addition to phone giveaways, Samsung's 'Geek Squad' agents (made up of online technology reviewers) were stationed in the shop window of Carphone Warehouse on London's Oxford Street.
Passersby were encouraged to take photos of the squad and upload their shots to Facebook and Twitter. The shop window's simple backdrop meant that when pictures were uploaded the Samsung brand stood out clearly.
Damian Clarke, managing director of Undercurrent, said the campaign, which focuses on four key messages - convenience, fun, relationships and care - emphasises Samsung's USP that the handset is a "life companion".
"It was the first time the phone had been seen in the world and it was about adding a bit of theatre to the way the phone was presented," said Clarke. "It’s about trying to make the handset the hero."
The campaign is due to pick up pace over the coming weeks with activity in more than 30 retail outlets in and around London. Organisers are keeping details underwraps for the time being.
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