The first $10 million campaign, "Flip & Shout," is a takeoff on the high-energy pop tune "Twist & Shout." AG, New York, created the TV-only push to highlight Samsung flip phones.
In the TV spot, four hip young people shimmy and shake to the music while dialing their phones. A voice-over touts the voice recognition feature, saying "Flip the phone. Shout the name. And Samsung dials the number."
The tagline is "Samsung digital -- Everyone's invited."
The spot "makes a big attempt to go past the 35-year-old business executive and really broaden the market appeal," said Peter Arnell, AG chairman.
'BRAND ELEVATION' EFFORT
After Samsung Telecommunications America's wireless phone campaign, Samsung Electronics America will launch an estimated $20 million "brand elevation" effort. That will highlight star products, including digital wireless phones, high-definition TVs, LCD computer monitors and a portable MP3 player called Yepp.
Thomas Rhee, director of marketing-digital products group, Samsung Electronics America, said the campaign will feature two TV spots in October, print in November magazines, plus online ads. The same campaign will later spread through Europe, South America and Southeast Asia.
AG will work with Samsung's in-house ad agency, Cheil Communications, on parts of the branding effort targeting North America, he said.
The TV spots promote Samsung's digital leadership using upbeat, lifestyle scenarios, a la the fast-moving digital culture.
"Fashion can be a tool, but it's not the objective," Mr. Rhee said. "We will still have the spirit of simplicity, but will focus on product benefits in real consumers' lives," he said. "The campaign will highlight product benefits and Samsung's digital commitment."
Last year, Samsung tried a similar star-product approach with the theme "Challenge the limits" featuring the same products, except Yepp.
Next year, a third ad effort will leverage the company's exclusive wireless-phone Olympic sponsorship, featuring Samsung's telecom products. Those concepts are still in development. Samsung is expected to spend about $200 million