Samsung hosts event for Android 2.3.3 smartphone launch

The Nexus S is the world’s first handset to feature the latest version of Google’s Android 2.3.3 operating system.

The brand has invited teenage Cantonpop group C All Stars, who also featured in a teaser viral video for the Android series launch on YouTube this Valentine’s Day,  as its road-show ambassadors.

Samsung claims this is not just another smartphone but instead a ‘lifestyle enabler’.

Alex Chung, COO of Samsung Electronics Hong Kong, said, “We want to give consumers a choice. We know consumers have different personalities, different needs and different styles. So we want to provide products that can reflect this."

The price range for Samsung’s smartphone ranges from HK$1,700 to 5,000, compared to HK$5,000 for an iPhone.

The PR event is part of a fully integrated campaign taking place throughout March, including further viral videos, consumer engagement events, blogger outreach as well as traditional PR, print, radio, OOH and POS.

Leo Burnett and Starcom Hong Kong are the creative and media agency partners for Samsung while Weber Shandwick supports the media relations and blogger engagement.