Marketing Challenge

Introduce the first combination DVD and VCR unit to the marketplace from Samsung.  Build awareness of the Samsung brand, which had released very few products under its own brand name.

SOLUTION

Create a combined radio and Internet campaign with humor and excitement that suggests that consumers don’t need to understand the technology, they just need to “press play” and let Samsung do the rest.  A series of four radio spots were created suggesting that the technology on which Samsung’s unique unit was based was found in exotic locales such as the a downed space ship, the pyramids, Easter Island or in crop circles.  Each spot had a paired Internet page with a sweepstakes.  The final spot provided consumers a gift with purchase of free DVDs.  The campaign was supported with regional radio advertising and barter radio promotions.  The campaign successfully raised Samsung from number 10 to number 2 in DVD unit sales in six weeks (NPD Intellect data).

Click to hear radio spot

© Samsung