This month, Samsung launched a record-breaking £45m marketing campaign to support its new Galaxy S6 smartphone. The sum is the largest ever for a mobile phone launch and, according to The Telegraph, it is believed to be the largest for any single product in the UK.
Samsung is spending heavily across all traditional and new media marketing channels. The Korean technology giant are targeting the mass audiences through broadcast and high-profile outdoor advertising sites, with Rapport and Cheil UK collaborating on the planning and delivery of its heavy promotional activity across digital billboards on the London Underground network and beyond.
Samsung has a history of heavy investment in marketing, but its new campaign marks a 20% increase on the amount it spent promoting the launch of the Galaxy S5. The Galaxy S6 was announced alongside the Galaxy S6 Edge at MWC in early March. Both handsets will go on sale in the UK on 10th April.