Samsung Galaxy NX Camera: The Samsung NX Rover

Oliver Dennis

Campaign details

Brand owner: Samsung Electronics UK
Lead agency: Cheil UK
Brand: Samsung Galaxy NX Camera
Country: Europe (EU) and United Kingdom
Industry Cameras, photography
Channels used: Events and experiential, Internet - general, Internet - microsites, Online video, Other and ambient media, Outdoor, out-of-home, Packaging and design, Public relations, Social media
Media budget: Up to $500k

Executive summary

This case study describes how electronics manufacturer Samsung showcased the Galaxy NX Camera using the first web-controlled camera-bot, attracting media and tech industry attention. Samsung had created the world's first 4G connected pro-grade camera, the Samsung Galaxy NX, but nobody knew about it, so the challenge was to make photography enthusiasts all over the world stop and take notice of this revolutionary camera by letting them experience it first hand. We developed a platform as innovative as the camera itself: the NX Rover; the first web-controlled camera-bot, built around the Samsung Galaxy NX and designed to showcase its amazing capabilities; fully controllable online, photographers could control the Rover from wherever they were in the world, and share them instantly on the Rover's dedicated microsite. By inviting photography and tech enthusiasts to get behind the lens and shoot at extraordinary global events and locations, this provided strategic PR platforms which quickly attracted the attention of the world's media and high-profile influencers in the tech industry and camera communities, and the best images were showcased on the campaign microsite, across social channels, and in communications across outdoor media, online and retail stores.

Market background and objectives