Samsung breaks online campaign for Instinct phone
By Adnews Staff
Samsung Electronics Canada of Mississauga has begun an online video campaign to promote its Instinct cell phone. The video, created by Fjord Interactive Marketing & Technology, is called "Follow Your Instinct." It consists of nine vignettes depicting a day in the life of a "young downtown urban professional" who uses an Instinct phone to make various decisions. The video, hosted at YouTube.com, uses a new feature of that site to allow viewers to choose from alternative narrative paths at several points. "The launch of the Samsung Instinct is extremely significant and we wanted a marketing campaign that echoed the key features of the phone: smart, sophisticated, urban and cool," said Adrianne Szabo, assistant marketing manager in the wireless terminals division at Samsung Canada. "This interactive video has hit the mark on all the above criteria while showcasing the versatility of the Instinct handset." Fjord is a business unit of Cossette Communication Group.