Samsung Mobile launches global marketing campaign

The new Samsung mobile phone will have a new strapline: ''What colour is your life…?"

The company has launched an integrated global marketing campaign to support its new Genio range of mobile phone handsets.

It is the first time the brand has led a global campaign out of the UK, under UK marketing director Mikah Martin-Cruz.

The creative ''What colour is your life…?'' developed by CHI and Partners will be picked up in all major markets. In earlier campaigns creatives were localised.

Samsung hopes to target the youth market with television, press, outdoor, cinema and online adverts highlighting the social networking capabilities of the handsets.

The campaign also includes below-the-line retail marketing with freestanding units and interactive window displays.

Online marketing includes social networking activity on Facebook and Bebo

Martin-Cruz says, ''This campaign really sets the bar for future global launches. With 'What Colour is Your Life?' we have created something that resonates with target consumers across the world. Our exciting new era continues as we maintain our focus on consumers' experiences to connect with them and drive brand preference.''