Samsung aims new Diva mobile at women

Samsung has launched a range of mobile phones targeted at women and is supporting the move with an integrated marketing campaign.

The collection of fashion handsets – Samsung Diva – takes its inspiration from the world of fashion and features a distinctive quilted back cover. According to the company, the media campaign adopts a high-end, glossy magazine look and feel. It adopts the theme ‘Be Diva’ and spans print; online; social media; OOH, in store and PR.

Samsung has also announced the Diva brand will be the title sponsor of the world’s largest modeling contest, Elite Model Look UK.

Samsung worked with photographer, James Gooding, to write, direct and shoot a series of videos to encapsulate the spirit of Be Diva and showcase the product benefits.

The videos will be hosted on the dedicated Be Diva microsite [ HYPERLINK “” ].

Mikah Martin-Cruz, marketing director, Samsung Electronics UK, said: “The campaign is a continuation of Samsung’s innovative approach to category advertising, designed to appeal to the female audience. Be Diva aims to connect on an emotional level; as people recognise a small part of themselves in the Be Diva campaign.

“As with all our recent advertising we have taken a consumer-centric approach and this campaign is another example of us cementing our position as brand leader in the UK.”

Part of the integrated campaign includes two ‘gift with purchase’ retail promotions and in store advertising. Customers buying the Samsung Diva at Carphone Warehouse receive a free Benefit make-up set while shoppers at 02 stores customers will receive a copy of The September Issue DVD and a year’s magazine subscription from iSubscribe.

The campaign first breaks on 1 March 2010 in print titles including Vogue, The Sunday Times Style Magazine and Stylist. The creative will also feature on fitting room panels in Miss Selfridge and New Look stores.