Samsung promotes portability of new tab computer on YouTube

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Galaxy Tab: for life on the go

Samsung has launched a marketing campaign for its new tablet computer, Galaxy Tab, and is claiming a UK first by advertising on YouTube’s mobile site.

The campaign will run across in-game advertising with Playstation, reach blocks on Facebook, online search and display, mobile advertising, OOH and print. It will include a wraparound of the Evening Standard on the 4 November 2010 with the front page of the paper incorporated within the screen of the Galaxy Tab.

Built around the creative platform ‘Life Without Limits’, the campaign will focus on the size and portability of the new product. According to Samsung, the light (380g) weight makes the Galaxy Tab portable and ideal for life on the go. Supporting the latest Adobe Flash Player 10.1, the device allows people to quickly and easily surf and view pages on the internet, it says.

In the YouTube advertising Samsung will be running four different creative formats over 24 hours, with display adverts linking through to the Galaxy Tab’s dedicated mobile internet site.

“At Samsung we recognise that consumers want to experience life without limits. The Samsung Galaxy Tab brings a unique proposition to the tablet market and from 1 November, gives consumers the ultimate in connectivity and portability – something they have been waiting for. The Galaxy Tab is an innovative, ground-breaking product so our media strategy demands the same. I’m delighted that we’re the first brand in the UK to be using YouTube’s mobile site as a way to engage our audience. It is a channel that will no doubt become one of the UK’s leading mobile advertising platforms,” said Gabby Hegerty, head of digital Samsung Electronics UK & Ireland.

According to Google, the YouTube mobile site currently receives around 100m video playbacks per day with over an hour of footage uploaded to YouTube from a mobile device each minute. Bruce Daisley, head of display, YouTube, said: “We’re seeing massive growth in mobile consumption of YouTube so to launch this offering with such an exciting new product is fantastic”.

Representing a new category of mobile products for the company, the Galaxy Tab features a 1GHz processor, Google’s Android 2.2, Froyo operating system, a front facing camera for video calls and a 7-inch TFT-LCD display. It can be used for watching films and TV, viewing pictures, reading e-books and sharing documents, talking to friends and colleagues via voice and video call, e-mail, instant messaging, SMS/MMS or social networking.

The campaign will kick off today, with adverts appearing on YouTube, Facebook and in print across a wide range of titles including Conde Nast Traveller, BA High Life, FHM, Loaded and Management Today. OOH activity is planned to start on the 8 November.