Samsung's Wall Huggers campaign began with TV spots that mocked the iPhone's short battery life and unchangeable battery, showing users huddling around plug sockets at the airport. In contrast, Galaxy S5 owners can turn on Ultra Power Saving Mode and go up to twelve days without recharging. R/GA brought this campaign into the real world by partnering with airports and creating an entirely new media placement: electrical outlets. They designed custom decals to place over sockets at JFK, O'Hare, Newark and other major airports. Each one intercepts people as they're charging their phones, pointing out that with a Galaxy S5, they could be anywhere but the there.
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