Tiny Type Outdoor Ads Bring the Power of Samsung’s S23 Ultra Zoom Into Focus

All around the world, people are noticing the power of Samsung’s S23 Ultra. With the flagship smartphone’s industry-leading 100x Zoom for photo, consumers’ visual experience has never been better – just ask concert-goers who are now enjoying a front-row show at budget seat prices. Even non-Galaxy/Samsung users are renting them and bringing their siblings along specifically to capture the long-distance action.

But for all those who haven’t yet seen the difference that the S23 Ultra 100x Zoom can make, Samsung is showcasing the product’s incredible power in a new, interactive digital OOH campaign across the globe.

Created by Ogilvy New York, the 'Tiny Type' campaign takes a playful approach to traditional digital OOH work by inviting people to pay closer attention to spaces they might otherwise ignore. In some of the most iconic urban spaces in the world – from New York City’s Times Square to London’s Piccadilly Circus to Tokyo’s Omotesando – large-scale billboard spaces are being taken over by tiny-sized messages that beg to be discovered by all those around them.

Mohamed Diaa, 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.”  

The campaign’s digital OOH advertisements feature one of two variations, either a seemingly unfinished sentence or a classic eye exam chart, that can’t be read completely with the naked eye – which is where the help of the 100x Zoom of the Samsung S23 Ultra comes in. For those who already have an S23 Ultra, the work compels them to put the product to the test and celebrate being part of the Galaxy family, and for those who don’t yet have one of the category-defining phones, the S23 Ultra shows them what they are missing with a fun and engaging experience.

Look for the campaign through the end of the year in the below markets across the globe.