Samsung Electronics has launched a campaign via CHEP Network featuring Matilda’s star Mary Fowler, following her recent appointment as the latest member of Team Galaxy.
The campaign centres on a ‘day-in-a-life’ hero film directed by Ollie Richie, aiming to showcase how Galaxy AI can enhance smartphone users’ experiences through personalisation, communication, and creativity.
The 30-second film portrays Galaxy AI adapting to Fowler’s daily routine, transforming into ‘Mary AI.’ It features AutoZoom capturing her footwork during practice, health tracking on her Galaxy Watch7, and support from live Interpreter during a press conference.
“At Samsung, we’re thrilled to partner with Mary Fowler, and with her bring to life the possibilities of Galaxy AI to enrich and expand one’s world,” said Jason Ridge, Samsung Electronics Australia head of marketing – mobile experience.
“Mary’s dynamic presence and innovative spirit perfectly aligns with our vision, and together, we aim to highlight how our latest foldables and ecosystem products coupled with Galaxy AI promise to enhance everyday experiences, driving creativity and productivity with cutting-edge features.”
The campaign is live across YouTube, Meta, TikTok, BVOD, and in Samsung Retail locations until the end of September.
In May, Samsung Australia worked with CHEP Network and Livewire to launch Clash of Commuters, a gaming campaign merging the virtual world with Australian commuters’ everyday experiences on Fortnite Creative.
The integrated experience celebrated the rise of on-the-go gaming to promote the Galaxy S24 Ultra‘s capabilities.
The latest for Samsung follows on the heels of CHEP’s recent campaign for Spirit of Tasmania, after the Tasmanian Government-owned ferry business appointed the network as its creative agency of record in March.
Pack more in. Get more out. is currently live across television, digital, social, and outdoor platforms.
See also:
Samsung launches Clash of Commuters Fortnite with CHEP
CHEP launches first work for Spirit of Tasmania, ‘Pack more in. Get more out.’
Credits:
Client: Samsung Electronics Australia
Agency: CHEP Network
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Top image: Mary Fowler