Samsung unveils biggest marketing effort

MarketingWeek

Its latest smartphone is to be marketed as being “designed for humans” as Samsung looks to pitch its phone at all segments of the market, not just early technology adopters.

A global TV campaign will use emotive messaging for the first time to help communicate some of the phone’s more intuitive features, such as the feature that uses the front-facing camera to detect whether a user is looking at the phone and goes on standby if not. This is demonstrated by a father reading an e-book bed time story to his child on the phone, which turns off as they slowly doze to sleep.

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