July 07, 2000 in Social Responsibility News

SAMSUNG Launched a TV-Commercial

Samsung launched a TV-commercial at the end of June, featuring U.S. Olympic sprinter Michael Johnson. The objective of this campaign is to both promote Samsung's Olympic sponsorship as well as upgrade Samsung's brand image by combining the innovative Samsung hand held phone product with the spirit of the Olympic Games. Research has indicated that an association with the Olympics will not only place Samsung along side of the elite corporations such as IBM and Coca-Cola, but improve the overall brand power of Samsung by association with the attributes most consumers place on Olympic sponsors.

Since 1999, Samsung has been focusing on its newly defined brand value proposition " Using innovative technology to make life easier, richer and more enjoyable". The target consumer segment is identified as sensible brand buyers, but also covers value buyers and Technology early-adopters. The brand vision is specified as "breakthroughs and revolutions are just waiting at your door. All you have to do is to invite them in". In order to deliver the unified voice worldwide, Samsung has adopted a global slogan, "Samsung Digitall everyone's invited".

In the spot, Michael Johnson, the world record holder for 200M and 400M, appears to be running on a track. But, viewers come to realize that, in fact, he is running on the Samsung hand held phone. As his feet hit the various keys of the phone, the phone's functionality is depicted. As he crosses the finish line, viewers note that it is in fact, a phone cord which represents winning by breaking the ties of wired phones. In the final scene, viewers see a depiction of the phone's voice activation function between Michael and his coach. At the conclusion, Johnson shouts for joy, "Hey coach, we did it."

There were several funny episodes in making this commercial.
Originally, Johnson's mother was supposed to turn up in the commercial as a coach. However, she declined to appear on the air and was replaced by Johnson's coach. Michael Johnson made himself another change. Johnson was supposed to say "Yeah" at the last scene to exclaim his joy, but he altered it insisting that "Hey, coach, we did it", which makes him more intelligent.

Samsung will expand its ad executions to cover Eastern Asia and European countries with minor local modifications. After the Olympic Games, a new brand elevation campaign will be launched, using flagship digital products.


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