Top Story

Home >> Advertising >> Article

Samsung launches global campaign in India

22-May-2002
Font Size   16
Samsung launches global campaign in India

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

Tags

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Gupta worked at Marico as the Group Product Head for the male grooming category

The ad which was shot on Monday in Mumbai’s Film City in Goregaon is slated to go on air in July.

The campaigns that won at The Abby's are not going to Cannes this year. The agency has chosen a different set of campaigns for the international festival of creativity