Samsung looks to be applying the full weight of its huge advertising budget to the promotion of its Galaxy S6 and S6 Edge smartphones this month, paying an undisclosed fee to have its new technology displayed in most of Harrods shop windows for three weeks until 26th April, including the Easter bank holiday weekend.
The deal is designed to showcase a wide range of products within Samsung’s technology and white goods portfolio, including TVs, washing machines and ovens. But the timing of the campaign suggests that the Galaxy S6 and Galaxy S6 Edge smartphones – due for launch in the UK on 10th April – are foremost in the South Korean manufacturer’s mind as it looks to tempt buyers away from the Apple iPhone 6, HTC’s One M9 and a proliferation of lower cost devices currently being sold by Sony, Motorola and others.
Whilst its smartphone market share may fluctuate, Samsung has consistently trounced the opposition in one crucial way over the last few years. The company was reported to have the biggest marketing budget in history in 2013, estimated at $14bn and equating to 5.4% of its total revenue, dwarfing the estimated spend by tech rivals Apple ($1bn) and Microsoft ($2.5bn). Samsung executives pledged to spend more modestly on advertising in 2014, but may be on the brink of reversing that trend in 2015 in anticipation of an improvement in the global economy and a pick-up in business spending in particular.
The Samsung “Experience Innovation at Harrods” campaign is being coordinated with the Samsung Group’s advertising and design agency subsidiaries Chiel UK and MDLab. The promotion involves two sides of the Harrods storefront, signage throughout the shop, lobby wraps and digital screens with a Samsung technology exhibition in a gallery space on the second floor.