Samsung Lights Up the Dark in Cities Around the World, Leading Up to 2022 Unpacked

February 4, 2022
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LONDON, UK – 4 February, 2022 – Samsung Electronics Co., Ltd – With Samsung’s flagship Galaxy Unpacked 2022 launch event just a few days away, Samsung is showcasing the power of its advanced low-light photography feature with an eye-popping 3D billboard campaign that will light up cities across the world. At the heart of this striking campaign is an animal known for its powerful night vision and vivid colours: the tiger.


The “Tiger in the City” campaign will bring Samsung’s giant 3D tiger roaring to life on digital 3D display in five of the world’s most vibrant cities, in London’s popular Piccadilly as well as New York, Dubai, Kuala Lumpur and Seoul.


The disruptive 3D tiger will burst through digital barriers from today, Friday 4th February until Tuesday 8th February, to highlight how Samsung’s incredible low-light photography feature helps you own the night by capturing bold colours and crisp images even in darkness.


By channelling the image of the tiger, Samsung is embracing its own fiercely innovative past, after over a decade of refusing to play it safe and driving the mobile innovations that shape our world.


With its new larger than life OOH campaign, Samsung is inviting you to see and feel that vision up close in the streets, before joining in to make history at Galaxy Unpacked 2022 on Wednesday 9th February at 15:00 GMT. The livestream is available via Samsung’s YouTube channel:


Commenting on the marketing campaign for her first Galaxy Unpacked launch as Marketing & Omni Channel Director for Samsung UK & Ireland, Annika Bizon, says: “This is an exciting time for Samsung as we continue to break the rules with our innovative, industry-leading devices that transform customer experiences. With Unpacked just around the corner, we’re building excitement by kicking off with our “Tiger in the City” campaign, inspired by the powerful night vision of the tiger.


With every device launch we strive to reach the next level in performance, finding new ways to engage with our customers. Our marketing campaigns are no different, pushing the boundaries and creating engaging experiences for our customers. With the retail landscape that is rapidly evolving and customers’ needs ever changing, this means our brand ethos ‘Do What You Can’t’ is paramount.”


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