Mobile Marketing Magazine sits down with Samsung’s Marketing and Omnichannel Director, Annika Bizon, to discuss the monumental launch of the S24 series, marking a new era for Samsung, thanks to the increased use of AI and connecting with diverse audiences.

Yesterday, the technology giant unveiled the new Galaxy S24 Ultra, Galaxy S24+ and Galaxy S24, unleashing new mobile experiences with Galaxy AI, signifying a profound shift in the consumer journey by placing AI at the forefront.

Commenting on the launch Samsung Electronics President and Head of Mobile eXperience Business, TM Roh, said: “The Galaxy S24 series transforms our connection with the world and ignites the next decade of mobile innovation.

“Galaxy AI is built on our innovation heritage and deep understanding of how people use their phones. We’re excited to see how our users around the world empower their everyday lives with Galaxy AI to open up new possibilities.”

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On the AI revolution

In December, Bizon told Mobile Marketing Magazine that she predicts 2024 will be “the year of AI”, claiming that the programme offers “endless possibilities”.

She said: “Whilst it’s [AI] already started to take flight and become a conversation starter, as a marketer myself I’m fascinated by the endless possibilities.”

Now, she revealed that AI will be the “foundation pillar for all of Samsung’s future endeavours”.

“Wherever we are and whatever we’re doing, if it makes sense to the consumer and makes their life simpler, faster and more productive, AI will always play a central role in shaping the way users interact,” she says.

She uses the new S24 as an example, which has been designed to showcase the transformative power of AI in the hands of customers:

Circle to Search: Bizon reveals one of the new groundbreaking features of the new launch allows users to circle any object in their surroundings, be it a jumper on a TV show or a captivating picture, and let AI find information about it.

Live Translation: Another highlight of the S24 series is Voice Translate, a feature designed to break down communication barriers, allowing users to speak in their native tongue with AI seamlessly translating the conversation.

Photo Assist: This feature enables users to effortlessly edit photos by removing unwanted elements with “exceptional camera quality”, she claims. These features, coupled with Samsung’s renowned camera technology, promise a game-changing level of creativity for users.

With a focus on demystifying AI, the marketing campaign for the S24 series aims to deliver a clear message on how consumers can integrate these functionalities into their daily lives.

Unveiling the marketing strategy

Bizon outlines a multi-channel approach, including a first-week campaign targeting 90% of the population, in-game experiences with Fortnite, and bringing back Samsung’s partnership with ITV featuring TV presenter and DJ, Fleur East.

“ITV is a stable ground for how we reach mass audiences, Bizon states. “We’re going to have five weeks of a Saturday Night campaign, where Fleur will be talking about voice translation and circle to search in an authentic, fun way.”

The former Three Channel Management Director also revealed for the first time, that the brand has been granted permission to work with Transport for London (TfL) and will be changing the Circle line into the’ Circle for Search’ line for two weeks.

On top of that, Samsung will also be taking the iconic tube map, that hasn’t been adapted or changed for hundreds of years and transforming it into a circle.

“We know 11 million people will see this over the two weeks and it’s just about having some fun, being playful, but also being relatable”, something Bizon believes is the key to a successful marketing campaign to connect with diverse audiences.

Balancing tradition and innovation

Acknowledging the significance of influencers and brand ambassadors, including Podcaster Fearne Cotton and Footballer Raheem Sterling, Bizeon explains how Samsung strikes a balance between traditional marketing campaigns and newer platforms like TikTok.

The key, she claims, is understanding the audience and delivering messages authentically, whether that is through ambassadors, influencers, or social media.

“You watch that social voice, and whether that be on TikTok or Instagram, it’s about understanding very clearly who you’re trying to talk to and test and learn,” she notes.

“One of the amazing things about the digital age is you can optimise against different audiences and if something’s not working, you can change it.”

Data-driven decision making

Emphasising the importance of data in Samsung’s strategy, Bizon reveals that data decision-making is key.

Bizon explains: “As marketers you can look at things and go, it looks amazing but it’s not landing. Analysing data points across the omnichannel journey from marketing to customer interactions, allows us to understand what is working, what needs adaptation and how to optimise campaigns for maximum impact.”

As a result, she outlines the importance of personalisation in the omnichannel space.

While maintaining a consistent brand message, the approach varies based on customer preferences and regional demands, Bizon reveals.

“We work with our retail and channel partners who give us information on our customers, for example, what they want, need and if they have any concerns.”

She continues: “We’re really trying to hone in and make things relevant to our consumer base and that only comes from data.”

The future of mobile marketing

Looking ahead, Bizon envisions mobile marketing evolving with more connectivity between devices.

As a result, she emphasises the demand for seamless, connected experiences in consumers’ lives, positioning Samsung at the centre of this interconnected world, she concludes.