Samsung has reached a noteworthy agreement with Transport for London (TFL), which has led to the installation of a unique subway map inspired by its Galaxy S24 smartphone’s feature, Circle to Search, at several London Underground stations. Over a fortnight, this circular map replaced the traditional London subway design at select locales, showcasing the tech giant’s latest mobile innovation. The partnership with TFL involved a substantial financial commitment from Samsung, highlighting the lengths to which tech companies will go to captivate potential consumers in competitive markets.
Lucrative Deal with TFL
A recent report reveals the financial details of the collaboration, with Samsung forking out £830,000 (around $1.04 million) to feature the Circle to Search-inspired map across six strategic Underground stations. Initially, five stations were reported to showcase the map, but Victoria station has since joined the list. This deal not only included the displays but also covered additional expenses related to the creation, setup, and dismantling of the promotional maps.
Design and Restrictions
Contrary to what some might assume, Samsung was not behind the design of the circular London Underground map. Instead, the expertise of TFL was employed to craft the map that would be both practical for passengers and maintain the iconic heritage of London’s transportation network.
The contract between Samsung and TFL contained specific clauses that restricted the use of the TFL-designed circular map for any marketing purposes beyond the campaign, preventing Samsung from making merchandise out of it. Consequently, enthusiasts and collectors faced disappointment as they could not obtain this limited-edition map from Samsung.
In an ambitious display of marketing, Samsung emphasized the Circle to Search feature as a significant element of its Galaxy AI suite. Aerial stunts in South Africa, where planes drew circle-shaped clouds over Cape Town’s Table Mountain, further demonstrated Samsung’s dedication to promoting this feature as a hallmark of its brand identity.
Samsung’s substantial investment in such a bold advertising initiative reflects their confidence in the Circle to Search feature as a key selling point for its Galaxy S24 smartphone, leveraging the rich cultural context of London’s historic underground system to drive consumer interest.
- Samsung spent £830,000 on a subway ad for two weeks.
- The map showcased the Galaxy S24’s Circle to Search feature.
- TFL designed the map, with additional costs covered by Samsung.
