January 22, 2002 in Social Responsibility News

SAMSUNG Olympic Advertising Campaign Overview

Samsung has developed a comprehensive advertising campaign to support its sponsorship of the Salt Lake 2002 Olympic Winter Games. Encompassing both print and broadcast media, the "Snow Woman" Olympic campaign will appear in eight of Samsung's key markets and feature three of the company's cutting-edge cellular phone products.

In addition, Samsung will be conducting an on-site advertising campaign in support of its sponsorship of the "City Celebration"(name tbd.) programs in downtown Salt Lake City. On-site advertising will include large banners and other Samsung signage in and around downtown Salt Lake City.

Creative

The campaign's print advertisements feature the work of a noted photographer who has previously completed projects for Delta Airlines, Kodak and a high profile newspaper. The full-page and spread versions of the print ads feature the Samsung Dual Folder A300 in Europe while the North American editions promote Samsung's new GPS A400 phone. In China, print ads tout Samsung's revolutionary Color Phone.

The 30-second television spots were shot on location at Eiger Mountain near the Swiss town of Interlaken. The commercials are highlighted by shots of extreme skiers and impressive visuals of the mountain landscapes of the Swiss Alps. The television ads launched in January and can be seen in U.S., Austria, France, Italy, Netherlands, Switzerland, Russia and China.

Facts

.Products (target markets):
-GPS A400 (U.S.)
-Dual Folder A300 (France, Italy, Netherlands, Austria, Switzerland and Russia)
-T108 Color Phone (China)

.The television spots will air in the U.S. on NBC, and other networks in Europe and locally in key Asian markets. The print ads will be featured in Fortune, Time, Sports Illustrated and other prominent business magazines and newspapers.

.Ads debut in the U.S. in early January and in Europe and Asia in mid-January.


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