Samsung's latest smartphones, the Galaxy S6 and Galaxy S6 Edge, hit stores Friday, and accompanying them is a marketing blitz themed "Next is now" that's part of a move to help bring back the brand's mojo.
The company says the phones' introduction is one of its biggest launches "in recent years." The global campaign -- spanning broadcast, digital, experiential, out-of-home and retail -- was created by MDC Partners' 72andSunny.
It's the agency's first global Samsung campaign since winning a spot on the global roster last fall, though it has worked on five Galaxy S introductions for Samsung in its capacity on the U.S. roster.
The introductory 60-second spot, "Anticipation," "follows several individuals' suspenseful journeys through life's intimate and public moments, highlighting the Galaxy S6's role in the excitement," according to a statement. Among the features highlighted in the spot include wireless charging. Also featured in the spot, which will run in broadcast and online, is British singer-songwriter Rita Ora.
The Korean manufacturer, once the commanding smartphone market leader, suffered a tumultuous 2014. Apple and Chinese rivals, such as Xiaomi, began to outstrip the company in sales in several markets. Samsung is now pinning its revival hopes on the two new devices -- the latest generation of its flagship Galaxy line and a new curved-edge model. Unveiled in March, the smartphones were introduced as the result of a radical redesign, assembled from scratch. Internally, Samsung called their production process "Project Zero."
On April 7, Samsung said its upcoming first quarter results will show a marked improvement in mobile profits, expecting them to dip only 30% after punishing 60% or more drops in quarters last year. The company is predicting the new Galaxy phones will ship in record numbers.
Since its last Galaxy launch, Samsung has made a wealth of changes to its marketing team. Executives at the top marketing job at its Korean headquarters were switched out multiple times in the months leading to the launch. The company brought in a slew of executives known for brand marketing at consumer product companies, most recently Pio Schunker, the former integrated marketing head at Coca-Cola, for a global role. In the U.S., Samsung restructured its entire business structure and saw its heralded mobile CMO, Todd Pendleton, depart this month.
Part of Samsung's struggles with its Galaxy line is fleeting brand loyalty. Without a singular software to lock in consumers, like Apple has, Samsung has seen millions abandon its devices for cheaper Android offerings.