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Samsung ‘27 Dresses’ promotion

Agency: MWorks

Client: Samsung

Integrated marketing agency MWorks, has created a campaign to promote the launch of Samsung’s new G600 Pink handset, tying up with Twentieth Century Fox’s new film ‘27 Dresses’.

The movie is released March 27, and stars Katherine Heigl as the ‘always the bridesmaid never the bride’ romantic lead character.
MWorks has created instore and online activity, as well as a PR and promotional campaign through key media. Pre-promotional activity involved the Metro freesheet, with instore activity running through 900 Carphone Warehouses nationwide through March.
In celebration of the G600 Pink handset launch and the February 29, Leap Year, Samsung invited readers of the Metro to ‘take the leap of love’, and propose to their boyfriends via the newspaper.

The first 20 brave romantics were rewarded with a Samsung G600 Pink handset, with the top prize of £1,500 to spend on their bridesmaid dresses.

Further leveraging the handset is the limited edition gift with purchase offer to those customers choosing the Samsung G600 Pink handset, who then receive a voucher for £100 to spend at Coast, as well as exclusive access to ‘27 Dresses’ movie content and downloads available from
Instore collateral promoting the offer has been created by MWorks, and includes window posters, instore leaflets and buyers guide ads, with customers also being directed to the website for more information.

Samsung Retail Head of Marketing, Anne-Sophie Frenove, explained, “The campaign captures the attention of style conscious, technologically savvy women, by creating a compelling offer that compliments the fun and fashionable essence of the movie.

“We expect the high value Coast voucher will have inherent appeal and help strengthen the fashion positioning of the Samsung G600 Pink.”

The 27 Dresses activity supports the £2million spend ATL to launch the G600 Pink, which included presence at London Fashion Week.

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