Samsung have launched a new creativity and brand promotion called Launching People. The idea is to give undiscovered talent, in one of the following disciplines; Film, Photography, Food and Music; an opportunity to work one to one with celebrity mentors and get their mitts on some new Samsung product. The chosen few will appear in a TV programme. Let me know if this is all sounding a bit familiar?
To add something different to the usual talent search competition Samsung has drafted in what can be described as a very credible bunch of mentors. Rankin is covering photography, Gizzi Erskine is doing food, Idris Elba is on film and finally the Paloma Faith is in for music. Then add global megabrand Samsung with their deep pockets and cutting edge technology, we should now have all the ingredients we need for something cool.
No nodding off now, things are about to get exciting, Honest. The public will get to vote on who will be the chosen few to get the help of the mentors and some Samsung kit. The winners in each category will then get to work with their mentors over 2-3 weeks to figure out how they can fulfil their potential. This bit will all take place while they live in a house kitted out with the latest Samsung products, expect to see those product placement warnings before each episode and the house available for purchase soon after the show airs.
Look, don’t get me wrong I love the idea of giving talent a leg up but there has to be a more original way than this. The mentors they have put together are top drawer, who wouldn’t want to be shown how take great photos by Rankin or taught how to sing by Paloma Faith. But with great talent comes great responsibility and Samsung’s agency has just gone to the shelf of “same old ideas”. To add to the averageness of the activation they have hosted the whole thing on Facebook.
I know I’ll turn up to some event in a year’s time and see a case study about how successful the campaign was, how they had thousands of likes on Facebook and loads of Twitter activity but you know what that doesn’t make a campaign great or even effective. If they find great talent then they’ll have achieved one goal, but the true purpose is to promote the Samsung brand and make it stand out as a brand that empowers creativity through great product. I’m no Apple fanboy but I have to admit when I compare this campaign to Apple’s film to celebrate the 30th anniversary of the Mac I very clearly know who is helping creativity thrive.