Samsung Electronics America will launch a $400 million global ad campaign in early May and the Korean consumer electronics giant is using the Web in a big way after spending little online last year.
The effort, the most integrated advertising campaign in Samsung's history, tries to drive brand awareness, retail and Web traffic and convey product information with each ad.
Samsung has grabbed prime real estate on more than 50 Web sites as part of its push and will bombard consumers with real-time promotions and brand messages to drive retail traffic. The online programs will help Samsung drive customer relationship management applications and measure effectiveness.
The global campaign, which includes an estimated $70 million budget for North America, was created by Interpublic Group of Cos.' Foote, Cone & Belding Worldwide, New York, and Cheil Communications. Cheil is Samsung's in-house ad unit.
The campaign breaks in June magazines, TV, outdoor and radio. Each ad drives consumers and business customers to Samsung's Web site, an 800 number and selected retailers. Samsung, which relaunched its Web site in September, is now connected with its retailers on a special extranet.
Beyond the creative approach, the campaign's use of the Internet marks a major change in media strategy for Samsung.