Samsung Electronics Co Ltd. has launched its new $ 200 million global advertising campaign designed to position the company as a leader in the digital convergence arena. The campaign, entitled ‘DigitAll Experience,’ extends the positioning of both Samsung’s first global brand campaign of 2001 and its recent Salt Lake City Winter Olympic Games sponsorship marketing initiatives.
The global campaign made its debut in India earlier this week with a commercial on projection TVs which seeks to communicate ‘DigitAll Passion’ through spectator passion for football; the passion of the players being linked up with the passion for watching the game on a large screen television lying on a balcony. The global campaign has many parts linking the theme of DigitAll with the different high tech Samsung products available in the country.
As part of the ‘DigitAll’ campaign, the company will be running print and television commercials on Plano Flat TVs and Samsung Corporate, in addition to the Projection TV campaign.
The global campaign will include commercials for Home Appliance products like refrigerators also, which will be aired in the coming month. Taglines will feature variants of the anthem ‘DigitAll’ theme, including DigitAll Passion, DigitAll Escape and DigitAll Wow, illustrating how consumers no longer choose products based on necessity but on want and desire.
Samsung India, which achieved an aided awareness level of 95 per cent last year, is targeting an awareness level of 97 per cent this year.
The new campaign has been developed by New York-based Foote Cone & Belding (FCB), Samsung’s global advertising agency of record.
Samsung’s investment in overall marketing activities will exceed $900 million in 2002, including TV and print media buys, as well as online marketing, retail promotions, collateral and point of purchase displays. This branding investment is more than a 21 % increase from 2001.
Source: Financial Express