Samsung has long positioned itself as a leading brand when it comes to selfies—remember the Ellen DeGeneres Oscars selfie? Now, it's capitalizing on that with a stunt that brings selfies into outer space.
The campaign, created by BBH for Samsung's European arm under new CMO, former Audi marketer Benjamin Braun, involves a super-pressure high altitude balloon half the size of a basketball court. The balloon is equipped with a specially designed rig and will take a Samsung Galaxy S10 5G phone up to 64,900 feet into the stratosphere. There, the phone will receive selfies transmitted from Earth. A separate camera will then capture new photos of the selfies displayed on the S10, with a real-time backdrop of the Earth behind it.
The "SpaceSelfie" effort is being driven by influencers, including model and actress Cara Delevingne, who are promoting it on their social feeds. The influencers have received a briefcase containing their very own Samsung Galaxy S10 and an invitation to become the first people to get their face in space. Consumers can then register online for their own SpaceSelfie, and Samsung will hold a party next week to celebrate the very first SpaceSelfies.
“Phone advertising has become quite samey, all gleaming devices at beautiful angles with trendy photos," said Will Lion, managing partner, strategy at BBH London in a statement. "We wanted a break in series; something that would demonstrate how amazing Samsung’s phones are by helping people take the most epic photo of their life—from space—and maybe just break the internet and power up sales ahead of Christmas.”
Update on Oct. 28: The Samsung balloon crash has landed in a farm in Michigan. As per The Verge: “Nancy Mumby-Welke of Gratiot County, Michigan, heard a loud crash outside her farmland home this weekend and discovered a large object in her backyard. 'Unbelievable look what just fell out of the sky and 911 is baffled and it’s caught up in our tree,' she posted on Facebook.
But Samsung claimed it brought the balloon down deliberately due to changing weather. It issued a statement saying: “Early on Saturday, Samsung Europe's SpaceSelfie balloon came back down to earth. During this planned descent of the balloon to land in the US, weather conditions resulted in an early soft landing in a selected rural area. No injuries occurred and the balloon was subsequently retrieved."