Samsung’s ‘Tiger in the City’ marketing campaign highlights Galaxy S22’s improved low-light camera

Last Updated: February 4, 2022, 04:02 UTC+01:00

Samsung has launched a new promotional campaign ahead of Galaxy Unpacked 2022. Starting February 4, the company will light up several stunning 3D billboards in five major cities around the world to promote the upcoming launch event. The campaign teases the advanced low-light photography capabilities of the Galaxy S22 series.

Samsung calls it the “Tiger in the City” campaign for several reasons, the first being that China has officially entered the Year of the Tiger. The billboards, located in New York, London, Dubai, Kuala Lumpur and Seoul, will light up with a giant 3D rendering of a roaring tiger.

But it’s not just the Year of the Tiger. The company also draws a parallel between the tiger’s powerful night vision and its low-light mobile cameras. Additionally, Samsung claims to have chosen the fat cat to represent its latest campaign as a way to show customers that it has embraced its “own innovative past after more than a decade of refusing to play it safe.”

This is not the first time that Samsung has placed the tiger at the forefront of its campaigns. The company now uses the acronym “TIGER” for its latest strategy to beat Apple in the United States this year. Additionally, Samsung recently ran a promotional campaign for the Galaxy S21 Ultra using only the flagship phone’s cameras to film a short wildlife documentary about tigers in the lush jungles of India.

The Galaxy S22 series will be unveiled on February 9. It should go on sale later this month, however, recent rumors indicate that Samsung may be forced to delay shipments of the base and Plus models.

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William L. Hart