Samsung
SYDNEY, Australia — Following two decades of significant local market growth, Samsung Electronics Australia today announced the launch of its new masterbrand campaign. A first in Australia for the company, the campaign brings all of Samsung’s product offerings together under one masterbrand initiative. Headlined by a locally developed TV advertisement staring Simon Baker, the campaign communicates Samsung’s dedication to the relentless pursuit of a better tomorrow through delivering product and service innovation for today’s lifestyle.
“After months of creative development and testing, it is exciting to finally debut our first Australian masterbrand campaign,” said Lambro Skropidis, Head of Marketing for Marcomms and Corporate Marketing, Samsung Electronics Australia.
“This campaign not only provides us with an opportunity to educate consumers on our diverse range of products, but also communicates to them what the Samsung brand represents. We’re sharing publicly what has long been inherent in Samsung’s culture – a commitment to always stay one step ahead of the market and be first to deliver new innovation that genuinely improves consumers’ lives.”
The 60 second TV advertisement debuted as a roadblock across Seven, Nine, GO! and 7Two on Sunday night and features Simon Baker, the Australian film and television actor who is currently the star of Channel Nine’s series The Mentalist. Simon has been nominated twice for an Emmy Award, has received two Golden Globe nominations and has appeared in major Hollywood films including The Devil Wears Prada, L.A. Confidential and most recently, The Killer Inside Me.
High profile spots in key high reach programs, plus sponsorship of the new season of The Mentalist, are all part of the media strategy. The campaign will then extend into print, outdoor, online and in-store.
“Following two decades of aggressive business growth across Samsung’s Australian subsidiary, the timing was right for a masterbrand campaign,” added Skropidis. “Samsung has grown to a point when it is no longer seen as a challenger brand in the consumer electronics market, but a brand that is now a leader in the market. Our list of Australian ‘firsts’ and category redefining innovations continues to grow; from being first to bring 3D TV to market to capturing the imagination of consumers through products such as the Samsung GALAXY S smartphone and our new tablet device, the Samsung GALAXY Tab.”
Recently Samsung Electronics Australia announced a new marketing structure creating a Marcomms and Corporate Marketing team which includes Marcomms staff from each of Samsung’s product divisions across AV, Mobile, Home Appliances, IT and Digital Imaging. They join the existing corporate marketing team headed up by Skropidis.
The Samsung advertisement can be viewed at www.samsung.com.au or www.youtube.com/samsungtvaustralia
Australia / English