The handset, the first in Samsung's collection of fashion handsets, aims to appeal to a female audience through a print, online, social media, outdoor and in-store drive from 1 March.
Using the strapline, ‘Be Diva' the campaign will showcase a series of videos to promote the product's benefits to its target audience of social, outgoing and connected women. The videos, developed by Grey London, will be hosted on a dedicated microsite, www.bediva.co.uk.
The campaign includes two "gift-with-purchase" retail promotions and in-store advertising.
Carphone Warehouse customers buying the Samsung Diva will receive a free Benefit make-up set and, at 02 stores, customers will receive a copy of 'The September Issue' DVD and a year's magazine subscription from iSubscribe.
In addition, Samsung Diva will also sponsor the world's largest modelling contest, Elite Model Look UK.
Mikah Martin-Cruz, UK marketing director of Samsung Electronics, said: "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."
This article was first published on marketingmagazine.co.uk