Samsung begins Jack campaign
By Adnews Staff
Toronto-based Samsung Electronics Canada has begun a street-level campaign to promote the launch of a new wireless device called the Samsung Jack, described by the company as its first Canadian smartphone. The campaign is making use of mannequins that will be installed in Vancouver, Calgary, Toronto and Montreal. Each mannequin will feature a theme, including "Jack of all trades," "Jack be nimble" and "Hit the road Jack." Promotional workers will also conduct trivia games using the phones with passers-by. They will also direct consumers to a website at <http://www.samsung.com/jack> where they can enter a draw for one of 20 Jack phones or a grand prize of a trip for two to one of four destinations. The campaign is being conducted with Inventa and Cheil Worldwide Canada. "Jack is unique so we wanted to set it apart from other smartphones," said Angela Fitzpatrick, senior account manager at Cheil. "As soon as we came up with the name Jack, we realized it had great personality and wanted every aspect of the communication to reflect that, from traditional advertising, to online, to street level."