Workplace Stresses Get AI Support in Samsung for Business Galaxy Spot

A new nationwide B2B creative campaign has launched for Samsung, Makes You Wonder, strengthening SMB trust in the new Galaxy AI capabilities of the Galaxy S24 Series. ‘Makes you wonder how you ever worked without them’ celebrates a smartphone first for SMB’s with inbuilt AI tools including Live-Translate and Transcript Assist functionalities.  The campaign also includes the first B2B activation bringing to life Circle to Search with Google.

Insights show that while SMB business leaders are still unsure how to leverage AI, more than three quarters (76%) expect AI to drive business efficiency with the introduction of new AI integrated tools.

Ogilvy’s creative campaign rolls out nationwide across VOD, social, digital and DOOH placements with three 20 second films with media planning and buying from Samsung’s media agency Starcom. The films were curated by award-winning writer and director, Matt Huntley, who has an eye for casting and drawing out great comedic performances, and photographer David Stewart on stills, noted for his surreal and humorous portraits.

By bringing together strategic media buying and planning from Starcom and the creative from Ogilvy UK in an immersive way, the campaign addresses apprehension from SMBs by capturing business leaders’ attention as they are in action. The ambition is to pique the interest and consideration from SMB leaders in Galaxy AI.

The Video on Demand element uses data-targeted Connected TV and Online Video placements that target Samsung’s SMB audience in high quality trusted environments. The creative is also being rolled out across digital billboards in 71 WeWork buildings to reach leaders during the working day and spark intrigue around the potential and possibilities with AI.

The campaign is supplemented by a tactical partnership with leading industry publication Business Insider, orchestrated by Starcom, using a video content series hosted on the website telling the stories of real SMB who are using AI features of the Samsung S24 across their businesses. The partnership which will launch later in May, also offers custom social and display promotions showcasing how SMBs can adopt AI in the palm of their hands.

Annika Bizon, marketing and omnichannel director at Samsung Electronics UK & Ireland said, “At Samsung we believe in democratizing AI, demonstrating how these new features on our devices can open up new possibilities for business. This is our most ambitious campaign for B2B to date, because we truly believe Galaxy AI will make a difference to businesses, making you wonder how you ever worked without it.”

Angus George, ECD Ogilvy UK said, “With endless applications, the world of Ai can be daunting to know where best to use it for small businesses. This campaign makes that simple, tangible and human. It makes you wonder, why can't all tech be this easy?”

Elspeth Spelzini, strategy partner Starcom said, “This campaign really pushes the boundaries of B2B marketing, combining the best performing and most creative channels - because strong targeting doesn't have to mean sacrificing innovation.”