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SAMSUNG Mobile Unveils "The Next Big Thing is Already Here" Ad Campaign Promoting Success and Leadership of Award-Winning Galaxy S® II Smartphone Portfolio

on Nov 23, 2011

New cross-platform promotion highlights the Samsung Galaxy S® II as the new smartphone of choice for discerning consumers




DALLAS - November 23, 2011 – Samsung Telecommunications America (Samsung Mobile), the No. 1 mobile phone provider in the U.S.,¹ today unveiled an aggressive advertising campaign focused on the Samsung Galaxy S® II smartphone portfolio. Entitled “The Next Big Thing is Already Here,” the TV and online campaign educates consumers about the device’s cutting-edge design, 4G speeds² and intuitive user experiences that meet personal lifestyle needs. To date, the Galaxy S II has sold more than 10 million units globally, and is one of the top-rated smartphones on the market.

The campaign highlights the concept that the Galaxy S II is considered by consumers as the smartphone of choice. The advertisement places current Galaxy S II owners outside long lines for another leading smartphone. When the Galaxy S II user compares the sleek design, large screen, 4G speeds and breadth of apps and content against the competitor’s phone, the consumers standing in line begin to show signs of regret and remorse over the smartphone they’re waiting for. The campaign concludes with the message that “the next big thing is already here” in the competitive smartphone market.

The Samsung advertisements have begun running on Facebook (available at:www.Facebook.com/SamsungMobileUSA). A 60-second television spot will also air during the Thanksgiving-day NFL games on FOX and CBS, with kick-off times at 12:30pm ET and 4:15pm ET, respectively. The ad will also run on Saturday during televised college football. 15- and 30-second versions of the ad will run on the major broadcast and cable networks from now until Christmas Day.

“Samsung is committed to bringing consumers the most innovative, feature-rich products on the market today,” said Dale Sohn, president of Samsung Mobile. “The Galaxy S II has already shown its leadership and success through tremendous reviews and sales. We’re excited for the opportunity to educate as many consumers as possible about why the Samsung Galaxy S II is the preferred choice for smartphone owners.”

Other examples of the company’s groundbreaking devices include the Galaxy Nexus and Galaxy Note, which recently launched in Europe.

"This campaign has been developed to bring consumers into the online and off-line buzz generated by the Galaxy S II since it first launched back in September,” said Todd Pendleton, chief marketing officer for Samsung Mobile. “We want to let people know that there is a better choice out there when it comes to purchasing a smartphone. The next big thing is already here – you can have the latest, most innovative device without waiting in line.”

Visit www.samsung.com for more information about these innovative devices.

¹Number one mobile phone provider in the U.S. claim for Samsung Mobile based upon reported shipment data, according to Strategy Analytics, Q3 2011 U.S. Market Share Handset Shipments Reports.


²4G used in connection with the Samsung Galaxy S II refers to the fact that the Galaxy S II is capable of operating on the applicable carrier’s 4G network.



About Samsung Telecommunications America
Samsung Telecommunications America, LLC, a Dallas-based subsidiary of Samsung Electronics Co., Ltd., researches, develops and markets wireless handsets and telecommunications products throughout North America. For more information, please visit www.samsungwireless.com.

About Samsung Electronics Co., Ltd.
Samsung Electronics Co., Ltd. is a global leader in semiconductor, telecommunication, digital media and digital convergence technologies with 2010 consolidated sales of US$135.8 billion. Employing approximately 190,500 people in 206 offices across 68 countries, the company consists of eight independently operated business units: Visual Display, Mobile Communications, Telecommunication Systems, Digital Appliances, IT Solutions, Digital Imaging, Semiconductor and LCD. Recognized as one of the fastest growing global brands, Samsung Electronics is a leading producer of digital TVs, semiconductor chips, mobile phones and TFT-LCDs. For more information, please visit www.samsung.com.




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