As part of the pre-Christmas activities, Samsung Electronics UK launched this Monday a new series of ads on JC Decaux’s new Cromwell Road Digital Gateway, comprising 300m² of billboard space across nine digital screens. The two-week campaign, developed by London-based digital agency Cheil, aims to promote the entire range of Samsung’s mobile devices including GS III, Note 10.1, Note 2 and the S Camera.

The trick of these digital OOH ads is in the ability to run different messages on the same screens over time. Thus, the brand is to run product-specific messaging for the first 8 days of display and then some multi-product messages for the rest of the campaign.

This Samsung’s and Cheil’s creative is expected to reach an affluent, upmarket audience of 2.3 million, travelling across the busiest road in Europe.

Photo: Samsung’s digital billboards on Cromwell Road