Fairfax Media unleashes ‘The Beast’ – largest ever ad unit with Samsung via Leo Burnett Sydney

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The Beast V1.jpgFairfax Media has launched its largest ever rich media ad unit, offering advertisers an enormous, dynamic canvas to deliver their message and the ability to use multiple sets of content for different audiences.

 

Aptly dubbed ‘The Beast’, the new product is unveiled today in partnership with Samsung, which is making the most of the huge, custom-built unit to promote features exclusive to the Galaxy S 4.

Samsung’s campaign made its debut on August 14, and is running in various sections across Fairfax’s four metro mastheads.

The Beast V2.jpgThe new campaign has been produced by Samsung with its media agency Starcom and creative agency Leo Burnett, in conjunction with the Fairfax Media Digital Innovation Services (DIS) Unit, a team which specialises in developing new custom ad units and partnering with agencies to bring them to life.

 

Use of The Beast is intended to make a bold statement about the Samsung brand and the raft of Galaxy S 4 smartphone features designed to simplify the daily lives of owners. These include:

 

  • Smart Switch* (which lets users easily transfer music, clips, photos and contacts from another mobile device) *Limitations apply.  See www.samsung.com/smartswitchfirst for details. Samsung takes copyright seriously. Only transfer content that you own or have the right to transfer.

  • S Health** (a built-in health tracker, with integrated pedometer, calorie counter and weight monitor) ** S Health is not a medical or therapeutic device. To discuss the diagnosis or treatment of any condition, please consult your doctor

  • S Translator^ (voice or text translation in 9 languages) ^S Translator requires internet connection. Data charges may apply

The Beast V3.jpgA key component of The Beast is that all content within the ad unit’s area can be changed by user interaction via inbuilt navigation links, and can also be sectionally targeted.

 

This means advertisers can have multiple sets of content, including imagery, copy, videos, galleries and social media feeds, effectively creating a mini-site within the article page.

 

Says Ed Harrison, Fairfax Media group sales director: “Fairfax has always invested heavily in new product development, particularly in custom advertising. Clever, relevant, user-controlled ad units such as this one are well received by our audiences.

 

“The secret sauce is the way in which it’s designed around, rather than over, the content. I’m pleased that Samsung have really made the most of this engaging environment.”