July 2014
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Samsung proves water resistance of the Galaxy S5 with guerilla stunt. Smart diving: Samsung is sending unsuspecting Swiss on a dive into the depths of Lake Zurich – and at the same time is propelling the success of its new Galaxy S5. Following the phenomenal sales launch of the Galaxy S5, Samsung is now taking its marketing in Switzerland a step further. The viral #underwater selfie developed by the Zurich communications agency Serranetga has been making waves on the social web since last Thursday. The video shows unsuspecting pedestrians strolling along Lake Zurich who get a wet surprise. As they walk along enjoying the sunshine, a diver unexpectedly emerges from the water – in his hand, a ringing Galaxy S5. “It’s for you…” In order to keep the smartphone, the pedestrian has to show that he or she is just as water-resistant as the new Galaxy S5 by daring to jump into the ice-cold water of Lake Zurich – in front of everyone and filmed on five hidden cameras. The viral #UnderwaterSelfie is part of the “Samsung First Touch” Swiss launch campaign, developed by the Serranetga agency.

Advertising Agency: Serranetga, Zurich, Switzerland
Creative Director: Florian Beck
Director: Mitch Bekk
Copywriter: Leoni Klump
Illustrator: Julia Miller
Consulting: Nicolas Hostettler
Managing Director: Maurizio Rugghia
Camera / Sound: Cheese & Chocolate Film SA

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