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

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

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
Share

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More