Cheil MENA, a communications partner of Samsung Electronics, has unveiled a three-month integrated campaign on the Sheikh Zayed Road, which includes a digital billboard that will display consumer-generated content to promote the photographic capabilities of the new Samsung Galaxy S5.
The ‘Super Selfie’ campaign encourages Samsung Facebook fans to upload their personal photos onto the social media platforms, and those with the most shares and likes will be streamed onto the screen via the purpose-built billboard. The billboard is located on Sheikh Zayed Road facing the Dubai Garden Centre and consumers can upload their selfies until September 30, 2014.
“We wanted to create an idea that would move people into action whilst achieving significant awareness for the new phone,” says Nitin Baweja, Account Director, Cheil MENA. “The partnership with the Dubai Municipality has been a one-off opportunity to push the boundaries like no other brand has ventured to do before, for which we are grateful.”
Omar Al-Jabi, Creative Director at Cheil MENA adds, “We wanted to invite our audience to explore the capabilities of Samsung Galaxy S5 by capturing their best sides and sharing what they love. This campaign is designed to provide people with a platform where they can share their fun moments and be given the opportunity to be seen by the world.”