BARCELONA — Samsung has used its Galaxy S6 launch event at Mobile World Congress as the basis for an innovative TV spot that was turned around in just three hours.
Samsung launched its latest flagship smartphone, the Galaxy S6 and the accompanying Galaxy S6 Edge, here this week.
The same evening, it aired an ad that was entirely shot at the event, giving the spot a live feel. The spot was produced in partnership with the UK's ITV network and ITN Productions, the production arm of UK news and content provider Independent Television News. The ad aired during UK TV drama "Mr Selfridge" on Sunday. It also ran on Monday after ITV's lunchtime and evening news slots.
The ad shows B-roll footage from the launch event, as well as journalist Ella Williamson interviewing Samsung's VP for the UK and Ireland, Conor Pierce, talking about the new devices.
Russell Taylor, Samsung UK VP of corporate marketing, said: "The exclusive partnership with ITN Productions and ITV allows us to break new ground in marketing in order to dramatize our product launch almost in real time.
"The timing of the content will certainly help us to increase exposure for thebSamsung Galaxy S6 and S6 Edge."
This article first appeared on marketingmagazine.co.uk.