The 40-country campaign, themed "The world inspires us" and created by Vogt/Wein, Westport, Conn., is designed to present one identity for Samsung's diverse product categories, which now include semiconductors and electronics products but also will include cars for South Korea starting in 1998.
"In the U.S. and Western Europe, we're showing very low awareness and brand loyalty," said Sanggill Lee, worldwide account manager at Cheil Communications, Seoul, Samsung's communications arm. "But in other emerging or developing markets, like China, Southeast Asia, India, the Eastern Bloc and the Middle East, we're showing very high brand positioning."
Consequently, the emerging markets will get the majority of Samsung Group's $30 million budget through yearend. The advertising features images of farflung locales including Hong Kong, Utah, the African plains and an arctic glacier.
Ads will not change drastically among markets, Samsung said.
AIMING FOR SIMPLICITY
"We're trying to establish simplicity, not set off confusion" about Samsung's many categories, Mr. Lee said. "We have a very single-minded proposition in terms of mid- and long-term marketing strategies."
In the U.S., Samsung's introductory TV spots will run on CNN and Headline News through Aug. 4, and print ads will run in Business Week, Fortune, Forbes, Newsweek, U.S. News & World Report and USA Today.