Samsung is unleashing virtual tigers in its latest Galaxy S22 marketing campaign

Because cameras are like tigers, I guess?


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With so many leaks behind us, we pretty much know everything there is to know about Samsung’s Galaxy S22 series at this point. We’re fast approaching the official reveal, with an Unpacked event scheduled for February 9. Samsung’s marketing team is hard at work ahead of the event, launching a new “Tiger in the City” campaign to promote the phones’ low-light imaging prowess.

The company has deployed 3D billboards in New York, London, Dubai, Kuala Lumpur and Seoul, bringing a “roaring” virtual tiger to life. In its announcement, Samsung says the 3D Tiger is meant to showcase the improvements its upcoming smartphones will offer in low-light scenarios. The campaign is based around the Lunar New Year, as it is the Year of the Tiger in China, Japan, Korea and several other Southeast Asian countries. In the ads, Samsung draws a comparison between the tiger and the “powerful night vision and vivid colors” of the Galaxy S22.

Coincidentally, a report earlier this year claimed that Samsung wanted to fight Apple like a “tiger”, using the word as an acronym to describe its 2022 strategy. The company aims to become the number one brand in all of its product categories. products, improve its market share in the flagship segment, close the gap with Apple, expand further with products such as wireless earphones and achieve a record year in sales figures.

Recent leaks suggest that the Galaxy S22 Ultra will pack a similar camera setup to its predecessor. However, Samsung could use the ISP and AI/ML enhancements of the Exynos 2200 and Snapdragon 8 Gen 1 chips to deliver superior low-light photo and video recording capabilities. Despite the massive ad campaign, customers can wait a while to get their hands on a phone. While the S22 Ultra is rumored to go on sale shortly after the Unpacked event, buyers of S22 or S22+ will have to wait until March.


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William L. Hart