The advert, which is due to air in the break before the News at Ten on ITV tonight, will use footage from the event at Mobile World Congress in Barcelona this evening to create an imitation ‘breaking news’ segment that informs viewers about the launch.
The move reflects the need for mobile brands to maximise the publicity around product launches in light of intense competition from rivals and consumers’ rising expectations about new technology. Apple is thought to have timed its own product announcement schedule to clash with the period around MWC in order to take publicity away from rivals.
Samsung vice-president Read full story ›
Source: Marketing Week
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