Samsung Electronics Australia has announced the launch of a new digital campaign via Leo Burnett Sydney to support its Galaxy A Series smartphone range that pokes a little bit of fun at those “organic” posts from influencers which are obviously sponsored by a brand.
Overflowing with hashtags and a catchy tune, the campaign pushes the limits of what a #SponsoredPost is, by showcasing the features of the Galaxy A in a deliberately over the top manner. This is done with the help of comedy group Aunty Donna and four Australian influencers who are brave enough to laugh at themselves.
The content includes a two minute music video, pre-rolls, bumpers, and social-first creative for stories and in-feed formats. In addition, five original Snapchat lenses have been designed so anyone with a Snapchat account can turn themselves into an influencer and #subtly (#notsosubtly) promote the Galaxy A themselves.
Designed to engage a mobile-first Gen Z audience, the content will appear across a range of social platforms including, TikTok, Instagram, Snapchat, and YouTube. This will be the first time that TikTok has worked with a technology brand in Australia to launch a campaign for audiences in this country.
Says Garry McGregor, vice president for IT and mobile, Samsung Electronics Australia: “This latest campaign for the Galaxy A Series challenges the nature of sponsored campaigns that Gen Z audiences are all too familiar with.
“Through #SubtlySponsoredPosts and the collaboration between Aunty Donna and participating influencers, we’re reaching an incredibly savvy audience with content that has fun with communicating the features of the product.”
Says Grant McAloon, executive creative director, Leo Burnett: “We wanted to engage with our target through influencers and the social they love, while keeping in mind what they fear the most: boredom. So it made sense to make fun of the expected and humorously embrace what everybody else is trying to hide – #SponsoredPosts.”
Influencers involved in the program include; Aunty Donna (Mark Bonanno, Broden Kelly & Zachary Ruane), Lily Brown, Kayne Lawton, Rahnee Bransby, and Johnathon Sauer.
The campaign is now live.
Client: Samsung Electronics Australia
Creative Agency: Leo Burnett
Production Company: Prodigious
Influencers: Aunty Donna (Mark Bonanno, Broden Kelly & Zachary Ruane), Lily Brown, Kayne Lawton, Rahnee Bransby and Johnathon Sauer
Influencer Management: Publicis Content
Media Agency: Starcom