To launch Samsung’s Galaxy S24, the brand partnered with the London Underground and reimagined the iconic Circle Line map.

The new campaign, which was created  with the help of creative agency Iris, promotes Samsung’s latest smartphone feature the ‘Circle to Search’.For the first time in 90 years, the partnership reimagined the Tube Map, which was originally designed by Harry Beck in 1933.

The ‘Circle to Search’ feature allows consumers to search for anything they see on their phone, without switching apps. Using their fingers or S Pen, they can circle something on their screen and find it online. For instance, users could buy an item of clothing they have seen on social media by circling the image and having Google find it.

While the original map remained in stations, the transformed circular version was also on display in 5 London Underground stations. This included: King’s Cross, Blackfriars, Westminster, Liverpool Street, Paddington. The entrances at Victoria were also wrapped with promotional images.

Specifically, The Kings Cross advertising takeover was the largest of its kind. Being at one of the busiest Tube stations in London, the promotion had wide-spread reach. The media campaign, activated by media agency Starcom, Iris, and Global, was live from the 31st of January to the 13th of February. During this time, it was exposed to a potential footfall of 11.7 million people.

Emma Strain, Customer Director at Transport for London, explained: “Partnerships like this help us and brands engage with hundreds of thousands of people who pass through our stations every day”.

Starting on the 3rd of February, Samsung introduced its adjoining activation, ‘Samsung Circle the City’. This above ground running route followed the Circle Line, further emphasising the campaign’s circle motif.

Alongside Iris, Starcom and Global, Ketchum provided PR support and Coolr was responsible for the social activation. 

By redesigning a classic, the campaign from Iris was able to successfully and cleverly promote something very new. The consistent and eye-catching circle motif successfully brought to life Samsung's new feature. The memorability and reach of the campaign made for a successful activation.