Samsung unveils new Galaxy foldables with nationwide Rotana Signs ad campaign
Samsung Saudi Electronics has launched a unified digital ad campaign across the Kingdom with Rotana Signs to mark the global debut of its new foldable devices.
Key Takeaways
AICoinciding with the global unveiling of its latest generation of foldable devices, Samsung Saudi Electronics, in full collaboration with Rotana Signs, has launched a unified nationwide digital advertising campaign. The initiative transformed urban landscapes and major landmarks across Saudi cities into interactive displays, showcasing the mechanical motion of the foldable screens and highlighting the new generation’s visual identity.
The advertising strategy centered on a synchronized 10-minute roadblock campaign across Rotana Signs’ entire digital portfolio, ensuring 100% share of voice at 8 p.m. local time immediately following the global launch event. The campaign leveraged the visual harmony between the device’s folding motion and the rhythmic transitions of outdoor digital ads in Riyadh and other major cities.
The geographic coverage included Riyadh’s Kingdom Tower and Olaya Avenue facades, as well as premium digital screens at Solitaire, The Esplanade, Nakheel Mall, and the digital network inside Riyadh Metro trains. The campaign extended to the Eastern and Western regions through digital bridges, Megacom and LED networks along main roads, and key transportation arteries.
Sami Khairallah, Vice President of Mobile at Samsung Saudi Electronics, said: “The launch of the new generation of foldable phones marks a milestone in mobile innovation, requiring a media execution that matches this advancement. Our partnership with Rotana Signs enabled us to synchronize the global reveal with comprehensive digital coverage across the Kingdom, turning its most prominent landmarks into a unified platform.”
George Yazbek, Chief Commercial Officer at Rotana Signs, added: “Major tech launches demand media moments that reflect the scale of the innovation behind them. Through our national digital network, we delivered a synchronized activation across all cities in Saudi Arabia, transforming them into a unified stage.”
This synchronization reflects the rapid development of Saudi Arabia’s digital out-of-home media infrastructure and demonstrates how strategic planning can turn global product launches into rich media experiences that boost on-the-ground presence and efficiently reach target audiences.