Samsung Launches Global Brand Marketing Campaign
Jun 10, 2005
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Samsung Electronics announced the launch of the first phase of a new worldwide advertising campaign.

Called "Imagine," the new campaign focuses on what happens when Samsung products come into people's lives. Each advertisement asks consumers to imagine how their worlds can be made more fun, exciting, and productive with the creative spark of Samsung design and technology.

Marketing a wide range of Samsung products -- including mobile phones, flat-panel televisions, and portable media players -- the "Imagine" campaign will be introduced initially in a series of television spots, later expanding to include print advertisements, outdoor space displays, Internet placements, and other experiential marketing channels. The first television commercial was previewed in a limited number of spots in the United States starting in late May, and the campaign formally begin the week of June 6 in 35 additional countries.

Under this initial phase, Samsung says the TV spots will appear for a few weeks in each country over the next 2 to 3 months, allowing it to measure audience reaction and the ads' effectiveness in different markets. Samsung then plans to launch the main phase of the campaign worldwide in late summer, ultimately reaching consumers in more than 50 countries around the world by year-end.

Samsung first launched its global brand in 1999 as a common platform to promote all of the company's business areas, and since that time, the company says promotional campaigns supporting the brand have helped to greatly increase awareness of Samsung.

"In just a few years, the Samsung brand has grown to become one of the most respected and valued names in consumer electronics all over the world," commented Gregory Lee, senior vice president and chief marketing officer for Samsung Electronics. "With this new campaign, our aim is to expand on this recognition to build a warmer, more emotional connection with our customers. The only limit is their imagination."

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