Samsung recently contracted Nine Mile Media's Billads Bill Folder Advertising platform to break through the mobile phone advertising clutter, by capturing the interest of its consumers in upmarket restaurants and coffee shops from mid January to the end of February 2011.
Conceptualised by Zonke Ignition Advertising, the creative for Samsung's Galaxy S mobile phone and the new Samsung Galaxy Tab, positions these android devices as leaders within the mobile and multimedia arenas and enables them to come to life via the Billads medium, enhanced by an array of other elements to amplify the campaign.
"By using the Billads medium, we appealed to the target audience in a relaxed environment -creating a greater affinity for the Samsung Galaxy brand," says Rupesh Mallgee, the MD of Zonke Ignition Advertising.
An SMS competition element has also been added to the campaign, to ensure consumer engagement and measurability.
"There's an obvious synergy and brand fit between Billads and Samsung. When consumers go out for something to eat or drink, there are usually two things they keep on the table - their mobile phone and their car keys and now they also have their Tabs," says Craig Segal, the MD of Nine Mile Media.
"There's no better way for Samsung to capture consumer attention with its latest Galaxy S mobile phone and Galaxy Tab, than when the consumer's old cellphone is on the table right in front of them," he adds.
Both the Samsung Galaxy S and Galaxy Tab are available via networks and online via Kalahari.
For more information about Billads, contact Nine Mile Media at 0861 64 63 64 or email .
Conceptualised by Nine Mile Media, Billads are designed for convenience, complete with pen, tip and credit card recess, while the inside of the bill folder is used as advertising space. Billads is able to deliver a brand as well as samples of a brand directly into the hands of over 5.5 million upmarket consumers every month through a network of 600 restaurants, coffee shops and hotels nationwide. Campaigns can be amplified by means of table talkers, window and mirror decals, promotions and competitions. Site exclusivity for a brand is standard. To activate your brand with Billads today, call Nine Mile Media on 0861 64 63 64 or email .