Samsung Turns London's IMAX Blue

Samsung is taking over the UK’s largest out-of-home site, the IMAX, as part of its launch campaign for the Galaxy S4. The activity, a media first for the brand and through Cheil UK, will see the usually white-lit facade of the IMAX take on the hue of Samsung's signature blue.
 
Avikar Jolly, head of brand and communications, Samsung UK & Ireland, said: “The IMAX is London's most iconic OOH site, so it's fitting that Samsung is using it for the launch of the Galaxy S4. The execution is simple but all-encompassing, and we're expecting to deliver great cut-through."
 
Fiona FitzGibbon, head of out of home at Cheil UK, said: “The Galaxy S4 is at the cutting edge of technology, so we wanted to do something special to bring the product to life. To do this, we are putting Samsung’s stamp on the largest and arguably most iconic site in the UK. By changing the colour of the bulbs to Samsung blue we hope to create comprehensive stand out.”