Samsung Electronics UK is supporting the launch of its NX smart camera range with a multi million pound campaign that heroes photography created by those who share the same name as the iconic British photographer David Bailey. Samsung is calling all David Bailey namesakes across the UK to sign up, and 250 of them will receive a Samsung NX1000 camera, get trained by the man himself, and even have their images featured in the campaign.
The activity aims to ‘democratise photography’ by proving that anyone can take amazing photography like David Bailey with a Samsung NX camera. The campaign, was created by Cheil UK and is backed by David Bailey himself. The media, managed by Starcom, runs across digital and social media, press, video on demand, search, cinema and TV and marks Samsung’s commitment to growing the digital imaging market.
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.
The accessibility of the range inspired the campaign which calls for David Baileys across the nation to try out the NX1000 for themselves and take amazing photography images of their everyday lives that iconic British photographer, David Bailey would be proud of. Recruited through social media, national press, online display and PR, potential participants in the campaign are already flooding in.
David Bailey said, “I like the campaign, the idea of having loads of Baileys all over the place taking pictures, it’s really different and funny. The camera’s a great bit of kit and I’m sure all my namesakes will love it.”
On the 29th of September, 200 Baileys will come together at a training event. They will also be given a series of weekly photography assignments, through a Facebook group, designed to showcase the NX1000 special features; these include super-fast shutter speeds for action shots, built in wi-fi for immediate sharing and an i-Function lens system.
The army of David Bailey’s will then use the NX1000 to capture their daily life in stunning picture quality, making their everyday extraordinary, Samsung will hero the resulting images in a second wave of advertising on Facebook, as well as in national press and online display executions. In this final phase, people who are willing to change their name to David Bailey on their Facebook pages will also be eligible for recruitment.
Avikar Jolly, Head of Brand & Communications, Samsung UK and Ireland said, “We know the humour and authenticity of this campaign will appeal to our audience, driving home the message that everyone can feel like a pro-photographer with an NX in their hands. He continues, Samsung has a strong heritage of technological innovation in the digital imaging market and is committed to increasing brand preference. New and highly innovative products like the Samsung NX range of Smart cameras make it easy to create and share SLR quality images. NX cameras deliver mind blowing image quality, incredible simplicity and beautiful design”.
Matt Pye, Managing Director at Cheil UK, added, ‘It’s a great idea. We knew we were on to a winner when we sat down with the original David Bailey who uttered a wide range of expletives... in a positive way.’
Cheil UK won the work in July, in a five-way competitive pitch.