Although it is not only an excellent tool for measuring time, a regular watch can nowadays be seen as a valuable accessory. Such timepiece is a symbol of power, elegance, and in some cases, it might show the social status of the wearer. Since the society’s needs and demands increase, consumers turn their attention to smartwatches — a digital tool which serves both as watch and also as a smartphone extension, being capable of displaying different types of information. Though useful, these gadgets have a weakness: because of the unattractive design, they don’t always define the fashion statement of the wearer.
To show that the new Samsung product is far different from those of its competitors, the South Korean tech giant launched the Gear S3 smartwatch and boosted its appearance by combining advanced technology features with exquisite aesthetics lines of a traditional watch.
Some may assume it’s hard to advertise a product by promoting another one. Well, the advertising agency Leo Burnett Israel managed to do what seems to be impossible, and gave life to the Gear S3 via a smart billboard by promoting the timepiece under a false campaign which advertises for another watch brand, titled “Frontier.”
It appears the advertising company’s tagline “We believe in ACTS, not ads” is not just a simple motto: using another innovative method just in time for Valentine’s Day, the agency launched a cheeky campaign for Burger King which offered an unusual meal dubbed Adult Meal, perfect for a kinky dinner.
This time, the Tel Aviv-based agency chose to promote the Gear S3’s special design through an interactive poster, displayed at a bus stop. The OOH ad features a charming man, “striking a typical watch advertising pose.” By eavesdropping on the commuters’ conversations, the man from the poster comes to life every time someone encounters a situation in which a smartwatch would be extremely useful and surprises the startled onlookers by accepting a call, or playing a funky tune.
The interaction between the poster and the commuters from the bus shelter was permitted thanks to live-streaming, which allowed the model from the poster to present not only the astounding features of the new Samsung watch but also its impressive design.
Through a press release, Leo Burnett said that one of the S3’s major advantages is its design, which has a clear resemblance to a traditional premium watch. “Using a simple, smart billboard, we proved to them [consumers] beyond a shadow of a doubt that the Samsung Gear S3 was not only the smartest but probably also the best-looking watch around,” concluded the statement. Would you buy such a good-looking, and smart device? Let us know in the comments, after seeing for yourselves what the Samsung Gear S3 can do.
Credits:
Client: Samsung
Advertising Agency: Leo Burnett, Tel Aviv, Israel
Chief Executive Officer: Adam Polachek
Executive Creative Director: Ami Alush
Copywriters: Oren Ben-Naim, Oded Zur
Art Directors: Meital Miller, Raphael Nattiv
Producer: Menny Zarhia
Account Director: Limor Michaeli
Account Supervisor: Inna Tubin
Account Manager: Tseela Freund