Sir Mary has the Grandmaster explain the new Samsung AI features
Artificial intelligence isn't just the talk of the town—it's also featured in the new Samsung Galaxy Foldables. To introduce Switzerland to the phones' new AI features, lead agency Sir Mary is launching an interactive campaign.
The AI features of the new Galaxy Z Flip6 offer Samsung users completely new possibilities: Circle to Search revolutionizes Google search, Live Translate translates calls into different languages in real time and the AI-powered Photo Assist makes almost anything possible within seconds when editing images.
To familiarize Switzerland with these new possibilities, Sir Mary has set up an interactive campaign in which users can playfully use the AI features themselves without needing a Samsung device.
At the heart of the campaign is the activation film, in which an odd, wise AI Grandmaster brings the features to life. In a world inspired by Asian martial arts films from the 80s, he uses the AI features in a humorous way - effortlessly getting rid of a few problems.
The digital spot takes users to a landing page where they can put their own AI skills to the test. The Grandmaster guides users through an interactive test consisting of three puzzles based on the activation film - giving them the opportunity to gain their first hands-on experience with the new features of the Samsung Foldables. Only those who prove themselves to be worthy AI Grandmasters in the test will have the chance to win.
The campaign has been running on all relevant digital channels since Wednesday.
Responsible at Samsung: Toni Koller (Director Marketing Mobile & CE), Fabian Fehr (Head of Marcom IM & CE), Allan Haverman (Head of Marcom IM). Responsible at Sir Mary: Adrian Merz (Executive Creative Director), Katrin Espelage (Creative Director), Leandro Disler (Art Direction), Jodok Meier (Copywriting), Paul Gutjahr (Art Direction), Jacqueline Willimann (Senior Account Manager), Tino Elsener (Strategy Director Digital), Nicolas Hostettler (Managing Director), Film production: doity Production GmbH, Lars Timmermann (Director) Landingpage: Sugo.digital; Media: Nicole Caviezel (Senior Digital Account Manager), Mariya Madorin (Senior Digital Account Manager), Iona Jefferies (Digital Account Director).
