|Samsung includes a large chunk of Internet in its new $400 million gobal campaign.
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The effort, the most integrated advertising campaign in Samsung's history, tries to drive brand awareness, retail and Web traffic and convey product information with each ad.
24/7 online strategy
Samsung has grabbed prime real estate on more than 50 Web sites as part of its push and will bombard consumers 24/7 with real-time promotions and brand messages to drive retail traffic. The online programs will help Samsung drive customer relationship management applications and measure effectiveness.
"We ran zero dollars on the Internet in 2001. Samsung was completely reticent about it," said Peter Weedfald, vice president of marketing communications and new media for Samsung.
The global campaign, which includes an estimated $70 million budget for North America, was created by Interpublic Group of Cos.' Foote, Cone & Belding Worldwide, New York, and Cheil Communications. Cheil is Samsung's in-house ad unit.
The campaign breaks in June magazines, TV, outdoor and radio.
The marketer's most recent branding campaign during the 2002 Winter Olympics introduced the tagline "DigitAll, everyone's invited," which will be used to flag Samsung's products, such as slim plasma displays and monitors. Products
"I'm employing emotional capital as the underpinnings of the brand," Mr. Weedfald said. "There are no [hard to understand] metaphors, just 'wow' technology, cool products that draw you in."
Each ad drives consumers and business customers to Samsung's Web site, an 800 number and selected retailers. Samsung, which relaunched its Web site in September, is now connected with its retailers on a special extranet.
Beyond the creative approach, the campaign's use of the Internet marks a major change in media strategy for Samsung.
Web and print tie-ins
The marketer has made Internet buys on more than 50 Web sites, such as AOL Time Warner's CNN.com, Fortune.com, and Entertainment Weekly's ew.com; McGraw Hill's BusinessWeek.com; CNET.com; and Forbes.com, taking prime real estate on home pages, 24 hours a day. For every Web site Samsung has bought, it has made a corresponding print buy in every issue of each publication. The ads will run through the end of 2002. In addition, more than three TV spots are planned; they'll break in June in prime time broadcast and cable programming.
The top 18 Arbitron-rated radio stations and their Web sites will also carry Samsung ads with significant retail tie-ins.
"We are integrating all forms of media; it allows us to articulate the demand for our products and manage promotions in real-time," Mr. Weedfald said.
Times Square billboard
Samsung doubles its outdoor advertising spend this year as well, beginning with the May 15 unveiling of a new billboard in New York's Times Square. "We are refreshing our [existing] execution; it's going to be enhanced," Mr. Weedfald said.
The global campaign unfurls first in North America, then worldwide. Samsung Electronics spent $49.9 million in measured media in the U.S. in 2001, according to Taylor Nelson Sofres' CMR.