Samsung Inspires Brits Through the Power of Storytelling

Everyone has a story to tell – and Samsung’s new integrated campaign, created in partnership with Ketchum London, encourages people to read, write and share stories, whatever the form; be it e-books, notes, or pictures. 

Notes by The Nation campaign is designed to enable creativity and showcase the many ways we can tell stories - using real-life notes from people of the UK, reflective of personal moments, messages, and stories. Funny, silly, heartfelt to downright bizarre, all written and powered by the reading and creative capabilities of the Galaxy Tab S9 series.

The cross-channel campaign has been activated through OOH, experiential, social, digital, and earned channels, in Samsung’s latest drive to push the boundaries of its audience-first customer marketing campaigns.  

From The Piccadilly Lights to a one-of-a-kind immersive pop-up experience located at Waterloo Station, a film on Amazon channels and a UK outdoor campaign. 

The pop up ‘The Creative Station’ powered by the Galaxy Tab S9’ is a free interactive space allowing commuters to explore their creative side. Through a series of workshops and activities, commuters will be encouraged to get hands-on with the products to read, write, draw, and share as they wait for their train. Supported by a roster of talent and partnerships, opened by presenter, podcaster, and author Nick Grimshaw, who launched the campaign to consumers. 

In partnership with renowned street artist Andy Leek (also known as Notes to Strangers), visitors can craft personalised ‘notes to strangers’ – messages of encouragement, wisdom or humour, echoing Andy’s uplifting artwork that brightens London’s streets with a moment of positivity. 

And, working alongside Metro, visitors can share their Rush Hour Crush live directly from the Galaxy Tab S9 Series, displayed in real-time on digital displays within the pop-up. Passers-by can also connect and share their favourite stories with a digital book club workshop.  

Annika Bizon, director of marketing, Omnichannel UK and head of Ireland - MX Division at Samsung, “Our Notes by the Nation campaign celebrates the intersection of technology, storytelling and inspiration, and we’ve worked with our partners at Ketchum to bring the joy of reading and stories to life. We’ve been delighted with the positive reaction to the campaign so far, particularly our pop-up experience at Waterloo station, which has already welcomed thousands of consumers to express their creativity powered by our Galaxy Tab S9 Series.”

Indy Selvarajah, chief creative officer, Ketchum, “The Notes by the Nation campaign brilliantly showcases the Galaxy Tab S9’s innovative and intuitive note taking features. But more than that; by turning the likes of Piccadilly Lights into the nation’s fridge door and inviting the public to share the notes they make, we’re seeing they are more than mere scribbles, but windows into our lives, our personalities, our souls. Turning it into more than an advertising campaign and into an exhibition starring the nation”. 

The multimedia campaign, activated by agency Ketchum, with paid media booked by Starcom working with JCD & Clear Channel for the OOH campaign. With promotion across 440 advertising sites, the media campaign is set to deliver 110M out-of-home advertising impacts.