Samsung Electronics UK is supporting the launch of its NX smart camera range with a multi-million integrated campaign. This weekend sees the first airing of the TV advert created for the campaign that features people with the name David Bailey from all over the UK. Recruited through a 360 degree marketing campaign the collection of David Baileys includes a priest from Tamworth a teacher from Kent and a plumber from Cambridge.
The 143 David Baileys have been recruited from all over the UK through social media, national press, online display and PR activation. The David Baileys have been trained and given a brand new Samsung NX1000 in a bid to democratise photography and demonstrate that with the new Samsung camera, amazing pictures are accessible to everyone. The David Baileys will be given several assignments, the first role of which was to be part of the TVC which will hit screens at prime time this Sunday during X Factor.
Produced by Rokkit and directed by Andrew Lang the 30 second long advert sees the 143 David Baileys learning to use the camera and putting their photography skills to the test at a catwalk show. The TVC will run throughout November on various channels including ITV, Channel 4, Five and Sky.
Samsung’s NX range of cameras is aimed at those with an interest in photography, who want to graduate from a compact to a more ‘professional’ style camera. The user friendly technology and design of the range provides powerful image quality and innovative features such as wi-fi connectivity without the cumbersome weight and design of an SLR.
Andrew Garrihy, Director of Corporate Marketing, Samsung UK and Ireland said, “The David Bailey campaign has been an exciting one from the start, it has been great to uncover all those David Baileys and give them the chance to test out the NX1000. The campaign aims to demonstrate that with the right product amazing photography is accessible to everyone”.
David Bailey said, “I like the campaign, the idea of having loads of Baileys all over the place taking pictures. What makes it special is they aren’t photographers so the results will demonstrate how good the camera is and I’m looking forward to seeing the shots taken by my namesakes.”
The campaign concept and execution was devised by Cheil UK, media buying was supported by Starcom Mediavest and PR activation from the Red Consultancy.
According to Matt Pye, managing director at Cheil UK, “Here’s a genuinely creative idea that not only engages across multiple channels, but which also maximises shareability and talkability – two key factors for brand success today.”
Agency: Cheil UK
Chief Creative Officer: Logan Wilmont
Producer: Kira Lipscombe
Account Handler: Simon Alexander
Production Company: Rokkit
Director: Andrew Lang
Director of Photography: Jake Scott
Executive Producer: Tom Knight
Editor: Gary Forrester
Music Producer: Pete Martin at Aurotone
Music: Composed “We are David Bailey”