DALLAS, November 1, 2005 - Samsung Telecommunications America (Samsung Mobile) launched a new advertising campaign that invites consumers to not only imagine but also to experience the complete freedom of a true mobile lifestyle. The campaign goes beyond showcasing products and features, and instead, illustrates the world of possibilities available through Samsung Mobile's advanced wireless multimedia phones.
The campaign targets 18-34 year olds who use wireless phones to facilitate their on-the-go lifestyle and view these devices as a symbol of their sophistication. The media buy includes national cable, spot television, cinema and print. Samsung Mobile's advertising campaign will run in major U.S. markets through the end of the year. "Samsung Mobile is pioneering the wireless multimedia revolution and a new reality for consumers who until now have only imagined the possibilities of a mobile lifestyle," said Randy Smith, vice president marketing, Samsung Mobile. "The new advertising campaign incorporates Samsung Mobile's keen consumer insights and reflects how the company empowers consumers through technology."
Developed by Cheil Communications and themed "imagine the world is your living room," the spots show hip, young adults lounging in elevators, on newsstands and on bulldozers viewing news, sports and entertainment content on their Samsung wireless phone. The characters' relaxed poses in non-traditional settings signal a cultural shift in where and how consumers access their broadcast entertainment.
"The style and graphic representations of Samsung Mobile's new advertising campaign are designed to make the viewer feel as if he or she is a casual yet removed observer of a new world, a new reality that is not confined by traditional boundaries," said Kirk Heinlein, Cheil Account Director. "The campaign mirrors Samsung Mobile's brand essence-individuality, loyalty, innovation and high-style."
The print campaign engages the reader by incorporating a unique die-cut insert of an actual-size phone, bringing Samsung Mobile's new MM-A940 EVDO multimedia phone to life. The high-impact insert wraps the full-page, 4-color ad on 100-pound cover stock, showcasing the powerful news, weather, sports and entertainment content available "in the privacy of your own phone." Creative credits go to Tom McManus, creative director; Michael Glovaski, art director; Sam Higgins, copywriter; Kirk Heinlein, account director; Sidney Rothberg, agency producer; Gerard De Thame, director; HIS/Gerard De Thame Films, production company. For more information on Samsung's complete portfolio of multimedia phones, please visit www.Samsungwireless.com/eod.