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June 09, 2005

SAMSUNG Electronics Introduces First Phase of New Global Brand Marketing AD Campaign

SEOUL, Korea - June 9, 2005 : Building on its established
image as one of the world’s leading producers of lifestyle-enhancing products,
Samsung Electronics is launching the first phase of a new worldwide advertising
campaign, showcasing examples of the many ways that innovative Samsung
products can brighten lives wherever people live, work, or play. The new
campaign is called “Imagine”, painting human and amusing stories that
highlight what happens when Samsung products come into people’s lives.
Each advertisement asks consumers to imagine how their worlds can be made
more fun, exciting, and productive with the creative spark of Samsung
design and technology.
Highlighting a wide range of Samsung products ? including mobile phones,
flat-panel televisions, portable media players and more ? the “Imagine”
campaign will be introduced initially in a series of television spots,
later expanding to include print advertisements, outdoor space displays,
Internet placements and other experiential marketing channels. The first
television commercial was previewed in a limited number of spots in the
United States starting in late May, and the campaign formally begins this
week in 35 additional countries.
Under this initial phase, the TV spots will appear for a few weeks in
each country over the next two to three months, allowing the company to
measure audience reaction and the ads’ effectiveness in different markets.
Samsung then plans to launch the main phase of the campaign worldwide
in late summer, ultimately reaching consumers in over 50 countries around
the world by year-end.

Samsung first launched its global brand in 1999 as a common platform to
promote all of the company’s business areas, and since that time, promotional
campaigns supporting the brand have helped to greatly increase awareness
of Samsung as a producer of innovative, high-quality products. The new
campaign aims to now elevate Samsung beyond this level, building preference,
not just awareness, around the brand among sophisticated audiences who
have a strong appreciation for style and technology.
“In just a few years, the Samsung brand has grown to become one of
the most respected and valued names in consumer electronics all over the
world,” commented Gregory Lee, senior vice president and chief marketing
officer for Samsung Electronics. “With this new campaign, our aim is
to expand on this recognition to build a warmer, more emotional connection
with our customers. The only limit is their imagination.”
The new campaign was created by Berlin Cameron/Red Cell, an award-winning
creative agency within the WPP group of companies. Directed by the Oscar-nominated
team of Will Speck and Josh Gordon, the “Imagine” TV spots will include
scenes shot in the U.S., Denmark, the Netherlands and Croatia. Photography
for the print campaign will be shot by Geof Kern, a critically-acclaimed
artist and winner of many prestigious awards for his commercial and artistic
About Samsung Electronics

Samsung Electronics Co., Ltd. is a global leader in semiconductor,
telecommunication, digital media and digital convergence technologies
with 2004 parent company sales of US$55.2 billion and net income of US$10.3
billion. Employing approximately 123,000 people in 93 offices in 48 countries,
the company consists of five main business units: Digital Appliance Business,
Digital Media Business, LCD Business, Semiconductor Business and Telecommunication
Network Business. Recognized as one of the fastest growing brands, Samsung
Electronics is the world's largest producer of color monitors, color TVs,
memory chips and TFT-LCDs. For more information, please visit www.samsung.com

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