Samsung has revealed a bold new brand campaign for its Samsung for Business division, the first since 2017. ‘Work Wonders’ celebrates the multitude of ways that businesses of all shapes and sizes in the UK can achieve remarkable things with the power of technology at the heart – highlighting how the business world is no longer grey and black, but full of vibrancy.
As well as a series of OOH placements which went live on Monday 4th at Old Street roundabout in London, the flagship execution for ‘Work Wonders’, a creative concept conceived by Ogilvy, consists of an innovative partnership with Independent TV that drives awareness of Samsung’s business technologies, as well as the solutions, support and security they provide.
Driven by Starcom as the media agency behind the work, the partnership is made up of a compelling three-part video series that highlights three brilliant UK businesses, focusing on the human element of business technology. This element of the campaign will air on Independent TV – the Independent’s new TV arm – in its first ever brand partnership on 6th October.
The content features award-winning journalist and Independent lifestyle editor Harriet Hall as she speaks to these chosen businesses about how using technology has helped them work smarter and faster. The three spotlighted businesses are: Future Yards, a brand-new live music venue and artist hub in Birkenhead, Dame, the world’s first climate positive period brand and Lucy & Sam, naturally colourful organic baby and toddler clothing.
Commenting on the launch of the new Samsung for Business brand campaign, Sharon Hegarty, Marketing Director at Samsung UK and Ireland, said: “Work Wonders was designed to flip the norms of B2B campaigns on their head – putting dynamic storytelling at the heart of our executions to prove that with the right tools and technologies in place, anything is possible. By harnessing the power and reach of Independent TV, and leveraging our OOH spots, we want to show how despite difficulty that businesses have faced of late, technology can help them accelerate faster – and more confidently – as we return to a new paradigm.”
Eve Bulley, UK & Europe Client lead at Ogilvy said “We have seen a rapid increase in digital transformation over the past 18 months, and businesses are looking for help in navigating this. Work Wonders has been developed to position Samsung as a true partner, helping businesses to go further than before. Through a series of vibrant striking imagery, the Work Wonders concept showcases extraordinary ways which Samsung can help deploy mobile technology to overcome barriers that can often undermine performance. We are excited to see this creative campaign come to life in OOH, Social, and Print.”
Michelle Lira, UK & Europe B2B Lead at Starcom said “The Independent were the perfect match for bringing this campaign to life; they were able to help us communicate the vibrancy of Samsung’s message whilst centering it around the human stories, rather than the specs and data. We wanted to show just how important tech is in helping keep the heart of the business going – by enabling business owners and helping employees connect to customers. We’re so excited to be paving the way with their first ever TV brand partnership.”
Work Wonders kicked off earlier this week, with the OOH campaign going live on Old Street roundabout and a series of fun teasers launching on Independent TV to build up to the first full episode of the media partnership. Over the coming days, Samsung will also be launching online videos across YouTube, which will be supported by advertorials about the products themselves, weaving in featured businesses, and paid media activations in Teads, social media targeting, and in print in ES Magazine.
The multi-touch campaign will run through to December and will be supported by a series of high-profile PR activations and talent partnerships – led by Ketchum – culminating in an event at Samsung’s KX experience store in late November.