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Logan Wilmont Consults
Creative director | Strategy director
Samsung. We are David Bailey
How 147 David Baileys launched Samsung’s latest digital camera.
Background - Totally unknown as a camera manufacturer with no reputation whatsoever in the category
Business problem - Low awareness, no distribution and massively outspent by traditional brands like Canon and Nikon
Creative Strategy - Reposition Samsung’s digital cameras as the next generation of SLR cameras
Creative approach - Borrow photographic credentials from Britain’s most famous photographer and force reappraisal.
Results - Increased brand share from 2.8% to 55% and cameras sold out across UK in just 11 weeks.