Sustainability in the Spotlight: The Success of Samsung’s Marketing Campaign

Introduction to Samsung

Samsung, a multinational conglomerate, has gained widespread recognition for its expansive array of products and services. Originating in South Korea in 1938, Samsung has emerged as one of the most influential and expansive companies globally. Its operations span diverse sectors, encompassing consumer electronics, mobile devices, home appliances, semiconductors, and beyond.

A driving force behind Samsung’s prominence in the tech industry is its unyielding dedication to innovation. Continuously pushing technological frontiers, Samsung has consistently introduced cutting-edge advancements, setting new benchmarks within the market. Celebrated for their design, performance, and user experience, flagship products like the Samsung Galaxy smartphones and QLED TVs have earned accolades from users worldwide.

Beyond its impressive consumer-focused offerings, Samsung is a dominant player in the business-to-business (B2B) sector. It serves businesses, industries, and governments with an extensive portfolio of services, spanning information technology, finance, and construction.

A critical advantage lies in Samsung’s vertically integrated business model. It produces many components for its devices, including the highly esteemed Exynos processors and AMOLED displays. This level of control ensures a competitive edge, both in terms of quality and cost-effectiveness.

In addition to its technological prowess, Samsung is committed to promoting sustainability and corporate social responsibility. Samsung actively pursuing eco-friendly initiatives and contributing to social and community development programs. The company strives to make a positive impact on society.

With a vast global presence and an unwavering focus on innovation, Samsung continues to shape the tech landscape. It enriches the lives of millions worldwide with its diverse range of products and services.

Samsung Marketing Campaigns

As of my last update in July 2023, Samsung has launched numerous marketing campaigns across various product lines and industries. Here are some of the notable Samsung marketing campaigns –

1. “The Next Big Thing” Series (2011-2013)

The Next Big Thing” series was a highly successful and memorable Samsung marketing campaigns by Samsung. It ran from 2011 to 2013. This series of commercials humorously targeted Apple’s iPhone. It is passionate fan base, positioning Samsung’s Galaxy smartphones as the innovative alternative.

The campaign’s main character, referred to as “The Next Big Thing,”. It was portrayed by a young, hip, and enthusiastic Samsung user. In contrast, iPhone users were depicted as devoted fans who waited in long lines for the next iPhone release. The ads tapped into the perception that iPhone users were often seen as blindly loyal. They are willing to wait for hours to get the latest device.

The ads showcased the unique features and capabilities of the Samsung Galaxy smartphones in comparison to the iPhone. It highlights the larger screen, faster processor, and advanced camera technology. The tone was lighthearted and humorous, poking fun at the Apple culture without being overly aggressive or confrontational.

The campaign’s catchphrase, “The Next Big Thing is Already Here,” became widely recognized and associated with Samsung’s innovative products. It effectively conveyed the message that Samsung was ahead of the curve. It offers cutting-edge technology and features that were already available on their Galaxy smartphones.

One of the most iconic commercials in the series was the Super Bowl ad in 2013. It humorously depicted people waiting in line for the rumored “big announcement” from Apple, only to be impressed by a Samsung user showcasing the Galaxy S III. The ad resonated with viewers and generated significant buzz during one of the most-watched television events in the United States.

The Next Big Thing” series was a bold and strategic move by Samsung to position itself as a major player in the smartphone market. It directly challenge Apple’s dominance.

2. “Ostrich” (2017)

Ostrich” is a remarkable and emotionally driven marketing campaigns by Samsung. It was released in 2017 to promote its virtual reality (VR) technology. The ad features a heartwarming story of an ostrich that stumbles upon a Samsung Gear VR headset and decides to try it on. Upon putting on the VR headset, the ostrich experiences a breathtaking virtual flight. Ostrich soars through the skies like a majestic bird.

The ad beautifully captures the sense of wonder and amazement experienced by the ostrich. It defies its physical limitations and engages in an extraordinary VR experience. The powerful message conveyed is that Samsung’s VR technology can transport anyone, even an ostrich, to new and incredible experiences. It effectively blurring the boundaries between reality and imagination.

The use of an ostrich as the protagonist in the commercial adds a touch of whimsy and charm. It resonates with viewers of all ages. The unique and visually captivating concept immediately captured the audience’s attention. It helped the campaign stand out in a competitive advertising landscape.

Beyond the captivating visuals, “Ostrich” carries a profound message about the transformative power of technology. It portrays VR as a medium capable of creating immersive experiences that enable people to transcend their physical surroundings and embrace new possibilities.

The ad was met with widespread acclaim and went viral, garnering millions of views on social media platforms and receiving praise from both consumers and industry professionals. “Ostrich” successfully positioned Samsung as a leader in VR technology and emphasized its commitment to innovation and pushing the boundaries of what is possible in the world of virtual reality.

By evoking emotions and showcasing the potential of their VR products, Samsung’s “Ostrich” campaign succeeded in leaving a lasting impression on audiences while effectively highlighting the brand’s capabilities in cutting-edge technology and creative storytelling.

3. “Growing Up” (2017)

Growing Up” is a heartwarming and nostalgia-inducing marketing campaigns by Samsung, launched in 2017. The ad focuses on the journey of a devoted Samsung user, showcasing the evolution of Samsung’s Galaxy smartphones over the years.

The commercial begins with a young man standing in line outside an Apple Store, eagerly waiting to purchase the latest iPhone. As he waits, he notices a woman using a Samsung Galaxy smartphone nearby. Intrigued by the Samsung user’s features, such as water resistance, he decides to switch and buy a Samsung Galaxy SII instead.

The ad then takes viewers on a sentimental journey through the man’s life. It highlights significant moments where Samsung Galaxy smartphones played a role. From his college years to meeting his future wife, starting a family, and embarking on various adventures, the commercial portrays how the Samsung Galaxy devices have been a reliable companion throughout his life.

As the man’s life progresses, each scene features a new Galaxy smartphone. It showcases how the technology has evolved with each iteration. The audience witnesses the transition from one Galaxy model to the next, emphasizing Samsung’s commitment to continuous improvement and innovation.

The ad culminates with the man passing on his old Samsung smartphone to his young daughter. It symbolizes the enduring legacy of Samsung technology and its place in the lives of generations. The final message is a heartwarming one: “Upgrade to Galaxy.”

Growing Up” struck a chord with viewers by evoking nostalgia and capturing life’s precious moments. The campaign effectively positioned Samsung as a brand that offers not only cutting-edge technology. It also a deep connection with its users. By emphasizing the long-term value and reliability of Galaxy smartphones, Samsung aimed to foster brand loyalty. It resonates with consumers seeking products that can grow with them over time.

4. “The Human MRI” (2018)

The Human MRI” is a captivating and innovative marketing campaigns by Samsung, launched in 2018. The campaign promotes the camera capabilities of its flagship smartphone, the Samsung Galaxy S9. The campaign sought to highlight the smartphone’s exceptional low-light photography capabilities.

In “The Human MRI,” Samsung collaborated with an established photographer to conduct a live experiment. The photographer used the Samsung Galaxy S9’s camera to capture the brain activity of a musician inside an MRI machine while playing the guitar. The MRI machine recorded the musician’s brain activity in real-time, while the Galaxy S9 captured stunning images of the musician’s brain illuminated with various colors, showcasing the brain’s reactions during the musical performance.

The resulting images were both artistic and scientifically intriguing. It offers a fascinating visual representation of the musician’s emotional and cognitive responses while playing the guitar. The experiment effectively demonstrated how the Galaxy S9’s camera could capture vivid and detailed images even in challenging low-light conditions.

The ad resonated with audiences for its unique blend of technology, art, and scientific exploration. It showcased the Galaxy S9’s camera capabilities in a novel and unexpected way. It emphasizes how the smartphone could be a tool for both creative expression and scientific observation.

The Human MRI” campaign successfully positioned the Samsung Galaxy S9 as a smartphone designed not only for everyday photography. It also for capturing extraordinary moments, even in low-light environments. The campaign’s creative and thought-provoking concept helped Samsung stand out in the highly competitive smartphone market. It reinforces the brand’s commitment to innovation and pushing the boundaries of mobile photography.

Overall, “The Human MRI” campaign demonstrated Samsung’s ability to showcase its technological advancements through engaging storytelling and creative experimentation. It leaves a lasting impression on viewers and reinforcing the brand’s reputation as a leader in smartphone photography capabilities.

5. “SpaceSelfie” (2019)

SpaceSelfie” was an ambitious and attention-grabbing marketing campaigns launched by Samsung in 2019. The campaign aimed to promote the Samsung Galaxy S10 5G smartphone. It showcases its advanced camera capabilities by giving users a chance to take a selfie in space.

As part of the “SpaceSelfie” campaign, Samsung partnered with a high-altitude balloon manufacturer to send a Samsung Galaxy S10 5G smartphone and a specially designed balloon into the Earth’s stratosphere. Users were invited to upload their selfies to the campaign website or social media platforms using the hashtag #SpaceSelfie.

The uploaded selfies were then displayed on the phone’s screen attached to the high-altitude balloon as it ascended to the edge of space. The balloon reached an altitude of approximately 20 miles (32 kilometers) above the Earth’s surface. It captures breathtaking images of the smartphone with the Earth’s curvature in the background.

Participants who submitted selfies and used the campaign hashtag had their photos captured on the device. It gives them a truly unique and out-of-this-world experience. They were also able to download a version of their selfie with the Earth in the background. It makes it look like they had taken a selfie in space.

The “SpaceSelfie” campaign generated significant excitement and engagement on social media platforms, with many users eager to participate and have their selfies displayed in space. The campaign effectively showcased the Galaxy S10 5G’s camera capabilities. It highlights its ability to capture high-quality images in various conditions, including at high altitudes.

6. “The Chant” (2018)

In 2018, Samsung launched “The Chant,” a compelling and captivating marketing campaigns celebrating the PyeongChang 2018 Winter Olympics, for which Samsung was the official sponsor. The campaign aimed to spotlight Samsung’s technological expertise while capturing the essence of the Olympic Games.

At the heart of “The Chant” was a visually striking ad featuring athletes from various sports, countries, and backgrounds coming together to create a rhythmic and unified chant. The chant cleverly combined sounds and noises that represented each sport’s unique characteristics, resulting in a mesmerizing audiovisual experience.

The campaign artfully blended cultural elements with cutting-edge technology, exemplifying Samsung’s global brand status and leadership in innovation. The ad showcased the athletes’ unwavering dedication, passion, and athleticism, resonating deeply with viewers and embodying the spirit of the Olympic Games.

Beyond honoring the athletes, “The Chant” celebrated diversity and unity, highlighting how sports can transcend boundaries and foster camaraderie and mutual respect among competitors.

The campaign extended beyond the ad itself, with Samsung leveraging various elements such as social media engagement, sponsorships, and interactive experiences. Real-time updates, behind-the-scenes content, and exclusive access to Olympic events engaged the global audience, enhancing the campaign’s impact.

The Chant” effectively showcased Samsung’s unwavering commitment to excellence, innovation, and global unity. By capturing the spirit of the Olympic Games through visually captivating and emotionally resonant storytelling, the ad left a lasting impression on viewers. It exemplified Samsung’s prowess in using creativity to not only promote its brand but also to inspire and connect with diverse international audiences.

7. “The Frame” (2017-present)

It is a unique and innovative marketing campaigns by Samsung that began in 2017 and has continued to the present. “The Frame” is not just a single campaign but rather an ongoing marketing effort centered around a specific product – the Samsung Frame TV.

The Frame” TV is a revolutionary product that blurs the line between technology and art. When not in use as a television, “The Frame” transforms into an elegant and stylish art display, resembling a framed piece of artwork hanging on the wall. Users can choose from a collection of artworks or even upload their own photos to display when the TV is turned off.

The marketing campaign for “The Frame” focuses on its unique design and the seamless integration of technology into the living space. Key elements of the campaign include:

1. Art Gallery Experience

The ads often depict “The Frame” TV hanging on the wall like an art piece in a contemporary art gallery. The emphasis is on showcasing the TV’s ability to blend harmoniously with any interior decor.

2. Customizable Artwork

Samsung highlights the TV’s Art Mode, which allows users to select from a vast library of artworks, including paintings, photographs, and digital art, to match their preferences and home ambiance.

3. Slim Profile and Frame Options

The campaign emphasizes the TV’s slim profile and various frame options, which allow users to customize the appearance to suit their personal style.

4. Picture Quality

Samsung showcases “The Frame” as a high-quality QLED TV when it’s in use, underscoring its excellent picture performance.

5. Smart Connectivity

The ads often mention the TV’s smart features, such as voice control and seamless integration with other smart home devices.

The Frame” campaign targets consumers who appreciate both technology and aesthetics, appealing to art enthusiasts and interior design-conscious individuals. It positions the TV as more than just a standard television, but also as a lifestyle-enhancing piece of art that elevates the home ambiance.

With its focus on artistic expression and seamless integration, “The Frame” marketing campaign has been well-received and has contributed to making “The Frame” TV a standout product in the market. Its ongoing nature ensures that the TV remains in the public eye, continuously attracting new customers intrigued by its blend of art and technology.

8. “Find Your Flow” (2020)

Samsung launched the captivating and visually engaging marketing campaigns, “Find Your Flow,” in 2020, to promote the Samsung Galaxy S20 smartphone series. This campaign revolves around the theme of creativity, showcasing how the Galaxy S20 empowers users to discover their creative flow and capture the perfect shot in any scenario.

Key elements of the “Find Your Flow” campaign encompass:

1. Advanced Camera Capabilities

Samsung highlights the Galaxy S20‘s cutting-edge camera features, including high-resolution sensors, AI-driven photography, and advanced image stabilization. Positioned as a powerful tool for photography and videography, the smartphone enables users to effortlessly capture professional-quality content.

2. Low-Light Photography

Emphasizing the Galaxy S20’s exceptional low-light capabilities, the campaign showcases stunning photos taken in challenging lighting conditions, particularly during nighttime and low-light settings, demonstrating the phone’s ability to excel in diverse environments.

3. Creative Use Cases

The ads depict users finding their creative flow in various activities, from capturing breathtaking landscapes to spontaneous moments with friends and family. The Galaxy S20 is portrayed as the ideal companion for users to express creativity and preserve precious memories.

4. Seamless Integration

Samsung highlights how the Galaxy S20 seamlessly integrates with other Samsung devices and services, providing users with a comprehensive ecosystem to enhance their creative experiences.

5. High-Refresh Rate Display

The campaign showcases the Galaxy S20’s high-refresh-rate display, enabling smoother scrolling and improved gaming experiences.

Through “Find Your Flow,” Samsung taps into consumers’ desire for creative expression and empowerment, positioning the Galaxy S20 as a device that unleashes users’ creative potential. The vibrant visuals and dynamic storytelling encourage consumers to view the Galaxy S20 not merely as a smartphone, but as a transformative tool that enriches their lives through creativity and self-expression.

The campaign successfully captures the essence of the Samsung Galaxy S20 series, appealing to consumers seeking a versatile and powerful smartphone with advanced camera capabilities. Its emphasis on creativity and personal expression resonated with users, making it one of Samsung’s successful marketing endeavors for its flagship smartphone line.

9. “Unbox Your Phone” (2017)

Samsung’s 2017 marketing campaigns, “Unbox Your Phone,” was a groundbreaking and attention-grabbing initiative aimed at promoting the flagship smartphone, the Samsung Galaxy S8. The campaign focused on showcasing the phone’s innovative design and features, with a particular emphasis on its bezel-less Infinity Display.

Key elements of the “Unbox Your Phone” campaign comprised:

1. Bezel-less Infinity Display

The campaign highlighted the Galaxy S8’s stunning display, which elegantly curved around the edges, creating a seamless and immersive visual experience. Samsung emphasized the absence of bezels, inviting users to “unbox” their phones and enjoy more screen space.

2. Visual Storytelling

Vibrant and captivating visuals took center stage in the ads, showcasing the Galaxy S8’s sleek and futuristic design. Striking imagery conveyed the phone’s modernity and elegance.

3. Seamless User Experience

The campaign positioned the Galaxy S8 as a device offering a seamless user experience, with smooth navigation, intuitive gestures, and effortless multitasking.

4. Enhanced Camera Capabilities

Samsung emphasized the Galaxy S8’s advanced camera features, including exceptional low-light performance, enhanced image stabilization, and quick access to the camera app.

5. Voice Assistant (Bixby)

The campaign introduced Bixby, Samsung’s voice assistant, as a prominent feature, enabling users to interact with their phones naturally and efficiently.

The tagline “Unbox Your Phone” encouraged consumers to break free from conventional smartphone experiences and explore the extraordinary possibilities offered by the Galaxy S8. The term “unbox” cleverly conveyed the idea of unveiling a whole new world of features and capabilities within the device.

The “Unbox Your Phone” campaign effectively generated excitement and anticipation for the Galaxy S8’s release, positioning the smartphone as a game-changer in the industry. Its visually captivating and forward-thinking approach resonated with consumers, making it one of Samsung’s successful and memorable marketing endeavors for its flagship phone.

By presenting the Galaxy S8 as a device that surpassed expectations and delivered a transformative user experience, “Unbox Your Phone” solidified Samsung’s position as an innovative leader in the smartphone market.

10. “Samsung KX” (2019-present)

Samsung introduced “Samsung KX” in 2019, an experiential brand showcase and interactive space located in London’s Coal Drops Yard, King’s Cross. Going beyond traditional retail, Samsung KX offers visitors a unique and immersive brand experience, with several key features and aspects:

1. Experiential Showroom

Samsung KX serves as an experiential showroom, featuring the latest Samsung products, including smartphones, tablets, wearables, TVs, and home appliances. Visitors can interact with the devices, experiencing their features firsthand.

2. Interactive Installations

The space incorporates interactive installations that engage visitors using cutting-edge technologies such as virtual reality (VR), augmented reality (AR), and artificial intelligence (AI). These captivating experiences enhance visitors’ interactions with Samsung’s products.

3. Workshops and Events

Samsung KX hosts a diverse range of workshops, classes, and events, providing visitors with opportunities to learn new skills, participate in creative activities, and engage with Samsung’s technology in an enjoyable and educational environment.

4. Collaboration with Artists and Creators

Samsung KX collaborates with artists, creators, and influencers to curate unique and inspiring content. These collaborations result in captivating displays and installations, showcasing Samsung’s products in a creative and artistic context.

5. Community Space

Acting as a community hub, Samsung KX brings people together to explore technology, share ideas, and connect with like-minded individuals who share similar interests.

6. Sustainability Initiatives

Samsung KX highlights Samsung’s commitment to sustainability and eco-friendly practices. This includes showcasing eco-friendly products and initiatives to raise awareness about environmental issues.

Samsung KX’s approach to retail transcends the mere sale of products, striving to create a sense of community and a platform for creativity and exploration. The venue becomes a must-visit destination for tech enthusiasts, creative minds, and those curious about the latest innovations.

By blending technology, art, education, and community engagement, Samsung KX exemplifies experiential marketing, forging deeper connections with consumers and leaving a lasting impression. As of my last update in July 2023, Samsung KX continues to stand as a powerful showcase for Samsung’s products and innovations, embracing the brand’s vision of creating meaningful and immersive experiences for its customers.


Samsung’s marketing campaigns have been a testament to the brand’s ability to captivate audiences, showcase innovation, and resonate with consumers on an emotional level. Over the years, Samsung has crafted memorable and impactful campaigns that have left a lasting impression on consumers worldwide.

From humorous and witty campaigns like “The Next Big Thing” series, which took on Apple’s iPhone dominance with clever storytelling, to emotionally-driven ads like “Growing Up,” which celebrated the evolution of Samsung’s Galaxy smartphones, the brand has displayed its versatility in storytelling.

Samsung has consistently leveraged its technological advancements to create unique and unforgettable experiences for consumers. Campaigns like “Ostrich,” which showcased the potential of VR technology, and “The Human MRI,” which highlighted the Galaxy S9’s low-light camera capabilities, demonstrated how Samsung’s devices can push the boundaries of what’s possible.

Moreover, Samsung’s commitment to artistry and aesthetics was evident in campaigns like “The Frame,” where the TV transformed into a work of art, and “Find Your Flow,” which encouraged users to unleash their creativity with the Galaxy S20’s camera.

The brand’s dedication to the Olympic Games was exemplified through campaigns like “The Chant,” which celebrated the unity and dedication of athletes worldwide, and “SpaceSelfie,” which allowed users to take selfies in space using Samsung smartphones.

Overall, Samsung’s marketing campaigns have consistently showcased its commitment to innovation, creativity, and human-centric experiences. By engaging consumers emotionally and demonstrating the real-world applications of its products, Samsung has solidified its position as a global leader in technology and consumer electronics. As the brand continues to evolve, it is likely to deliver even more compelling and groundbreaking marketing campaigns in the future.

Keep Reading – International Brands Marketing Campaigns

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