• by Fern Siegel , December 28, 2023

Ogilvy has a new tactic when promoting Samsung's S23 Ultra 100x Zoom — small creative to send a big message. 

The "Tiny Type" campaign employs an interactive digital out-of-home push to note the smartphone's power. The twist is that key urban spaces — Times Square to Piccadilly Circus — utilize large-scale billboards to send tiny messages.

The campaign’s outdoor ads show one of two variations — either a seemingly unfinished sentence or a classic eye exam chart, that can’t be read with the naked eye. That's where the 100x Zoom of the Samsung S23 Ultra proves useful.

Owners of the S23 Ultra can test the feature for themselves. If you don't own the S23 Ultra, which Samsung sees as a game-changer, the ad illustrates an essential option. Some people even rent the phones to get a better view at concerts.

The campaign will run in various global markets, including New York, London, Tokyo, Madrid, Stockholm, Bangkok, Warsaw and Milan.

Mohamed Dias, group creative director, Ogilvy New York, said: “We wanted to use digital OOH differently. Less as a static medium to broadcast a message, more as a tool for engagement and interaction — one that creates a dynamic canvas that magnifies an existing conversation. The best part of the campaign concept is that it uses the power of the product to prove its own truth, putting the focus squarely on the remarkable, market-leading tech that Samsung has worked tirelessly to engineer.”  

Ogilvy, a WPP company, counts Jameson, Corona, Kotex and Jimmy Dean among its client work. In September, Verizon tapped Ogilvy as creative agency of record for its consumer business.