Samsung apes YouTube 'unboxing' videos for Galaxy S7 smartphone teaser campaign

Samsung has aped a popular YouTube trend, 'unboxing', for a new, week-long campaign teasing the arrival of its new smartphone, most likely the Galaxy S7.

Samsung: teaser campaign ahead of Galaxy S7 launch
Samsung: teaser campaign ahead of Galaxy S7 launch

Unboxing refers to uploaded video footage of consumers unpacking new products, usually toys or consumer electronics.

Samsung's 'Seven Days of Unboxing' sees the phone maker give the idea an unusual twist. Six people will unbox the next Galaxy smartphone and give their thoughts about the product ahead of its launch - but the viewer will never actually see the new phone.

The first to appear throughout the week is a five-year-old boy called Tyson.

Adam Fors, Nordic head of marketing at Samsung said: "Today, the interest for technology products is greatest just before they launch.

"We can’t reveal the product before it’s launched but nothing says we can’t show it to a few select people, and then let them tell the world what they see."

One reaction film will be released every day leading up to the official launch of the new smartphone, on 21 February.

Each film, created by Acne, will be released on a dedicated website, as well as on Samsung’s social channels.

Brand: Samsung

Agency: DDB Stockholm

Cannes Offer: 12 weeks' online access from just £12

Subscribe to Campaign before the end of Cannes Lions and save up to 71%


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Publicis Groupe withdraws from marketing and awards to focus on AI-powered platform Marcel

Publicis Groupe is pulling out of all marketing activity for the next 365 days - and won't be entering awards at Cannes next year - as it focuses its resources on developing Marcel, described by chief executive Arthur Sadoun as a ground breaking new platform.

Job description: Digital marketing executive

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

Just published