August 04, 1997 in Social Responsibility News

SAMSUNG Electronics Launches New Corporate Ad Campaign.

Seoul, Korea, August 4, 1997 : Samsung Electronics Co., Ltd. will be launching a new corporate advertising campaign at the end of July; the first of such advertisements in two years for the company. The ad campaign will promote Samsung Electronic`s sponsorship for the Nobel Prize Series. The central theme behind the ad campaign is that Samsung Electronics uses ideas and accomplishments of Nobel Prize Laureates for research and product development.

The advertisement is to be aired in nine languages throughout the regions of Europe, the Middle East, Latin America and CIS. Television broadcasts of the advertisement will begin in Latin America, through CNN-Latin America and CNN-En Espanol, as well as in Europe.

Lance Kelleher, whose past clients include BMW, was hired by Vogt/Wein to be the director of the advertisement. Vogt/Wein, whose clients include ESPN and Yukon Jack, created the theme that Kelleher was to work with: `What happens to an idea that wins a Nobel Prize?` The answer is that the idea is used to better Samsung products.

Throughout the actual advertisement, the camera follows the image of a man. He is a symbolic representation of all Nobel Prize Laureates and their ideas. In every different scene that the man passes through, various Samsung products transform themselves into more advanced models. The message is that Samsung incorporates Nobel ideas and accomplishments in making its products.

Filming for the advertisement took place in the Skirball Cultural Center and San Fernando Building of Los Angeles, California over the course of a three day period. The unique, post-modernistic filming style was followed by post-work, consisting of computer graphics work, editing, and music incorporation. Cheil Communications, Inc., Samsung Group`s in-house advertising agency, took on the role of general supervisor and constructed the media-buying strategy for Samsung Electronics.

In April 1996, Samsuntg signed an agreement to sponsor the Nobel Prize Series worldwide. This program was developed under the direction of the Nobel Foundation in Sweden and the Norwegian Nobel Institute. The purpose of the program is to increase awareness of the achievements of Nobel Prize Laureates, who, according to Alfred Nobel, made `the greatest benefit to mankind.` Samsung will not only be giving monetary support, but it will also be assisting the digitization of the Nobel archives. This project will allow the archives to be accessed through CD-ROMs or the Internet.

There is a common understanding between Samsung`s management philosophy and the philosophy behind the Nobel Prize Series. Samsung Electronics is committed to creating products and services for the purpose of improving human life. The purpose of the Nobel Prize is to award those who have contributed to mankind.

In addition, Samsung Electronics became a TOP IV(The Olympic Partner) for wireless communication products last May and, early this year, it became a major three year sponsor for the first formally organized equestrian competition, Samsung Nations Cup.

Samsung Electronics Company Ltd., a US$19 billion flagship company of Korean-based Samsung Group, is a world leader in electronics, with operations in more than 60 countries. The company develops, manufactures, and markets consumer electronics, industrial electronics and semiconductors.

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