SYS-CON MEDIA Authors: Carmen Gonzalez, Sean Houghton, Glenn Rossman, Ignacio M. Llorente, Xenia von Wedel

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Samsung Home Appliances Debuts New Integrated Marketing Campaign to Support Latest Innovations and Largest Launch to Date

Samsung Electronics Co., Ltd., America’s fastest growing appliance brand1 and a global category leader, is supporting its latest home appliance product innovations with its largest integrated marketing campaign to date. Centered around six television spots, the campaign asserts Samsung’s leadership position and underscores its focus on delivering products that answer consumer needs while enhancing their passions for entertaining, cooking and maintaining beautiful homes.

(Photo: Business Wire)

(Photo: Business Wire)

“We are spotlighting new product heroes in the refrigeration, cooking, dish and laundry categories, with an emphasis on our new Samsung Chef Collection line,” said Kevin Dexter, senior vice president of home appliances, Samsung Electronics America. “The creative is both sophisticated and light-hearted, showing how our unique category innovations and industry-leading technology allow consumers to pursue their passions.”

The new TV ads feature Samsung Chef Collection, a suite of premium kitchen appliances designed in collaboration with Michelin star-rated chefs from around the world. The ads, narrated by a French-accented voiceover in the style of a world-class chef, showcase the unique professional chef-inspired insights of each product. For example, the spot for the new Samsung Chef Collection Four-Door Refrigerator features a fragile egg that can now be protected thanks to Samsung’s proprietary Triple Cooling System and Metal Cooling technology. Other spots promote the new Samsung 9100 Washer, which boasts the world’s largest capacity and SuperSpeed wash cycle technology and the Food Showcase Refrigerator with an exterior ShowCase door compartment for frequently used items and an interior InnerCase compartment for longer storage of larger fresh food items.

Beginning today, two :30 television ads featuring the Samsung Chef Collection Range with Flex Duo (titled “La Brûlée et Le Poisson [the brûlée and the fish]) and the Samsung Chef Collection Dishwasher with revolutionary WaterWall Technology (titled “La Cruche [the crock]”), will debut on national television.

Television advertising will be supported by full-page print executions for the Samsung Chef Collection Dishwasher, 9100 Series Front Load Laundry Pair, and Upright and Canister Vacuums. More than 50 insertions in a mix of newspapers and magazines will target the Samsung consumer target, including Better Homes & Gardens, Good Housekeeping, Real Simple and USA Today.

Samsung also will reach consumers online and drive consideration to purchase with digital advertising for the Samsung Chef Collection, Food ShowCase Refrigerator, 9100 Series Front Load Laundry Pair, and Upright and Canister Vacuums. All facets of the new campaign will be supported through Facebook to engage the brand’s social community, and a Samsung.com website refresh features new showcase pages for the latest innovations, giving consumers a deeper and richer product experience. Each showcase page offers informative videos and in-depth information about product features and benefits.

To facilitate in-person interaction with the new products, Samsung has created Samsung Living Atelier, a participatory center of home appliance innovation and design that epitomizes the creativity, energy, vibrancy and sheer innovation of Samsung Home Appliances. Located in New York City and open for five days, it will offer visitors the opportunity to participate in interactive workshops and “test drive” the new kitchen, laundry and cleaning products. Special events are scheduled for media and influencers to preview the new products and meet with Samsung executives.

Samsung’s marketing partners for the campaign include McKinney New York (television and print advertising), Starcom (traditional and digital media planning and buying), nFusion, (website), Edelman Digital (social media) and Current Lifestyle Marketing (public relations and event marketing).

About Samsung Electronics America, Inc.

Headquartered in Ridgefield Park, NJ, Samsung Electronics America, Inc. (SEA), is a recognized innovation leader in consumer electronics design and technology. A wholly owned subsidiary of Samsung Electronics Co., Ltd., SEA delivers a broad range of digital consumer electronics, IT and home appliance products. Samsung is the market leader for HDTVs in the U.S and America’s fastest growing home appliance brand. To discover more of the award-winning products you love with Samsung, please visit www.samsung.com.

About Samsung Electronics Co., Ltd.

Samsung Electronics Co., Ltd. is a global leader in technology, opening new possibilities for people everywhere. Through relentless innovation and discovery, we are transforming the worlds of TVs, smartphones, tablets, PCs, cameras, home appliances, printers, LTE systems, medical devices, semiconductors and LED solutions. We employ 286,000 people across 80 countries with annual sales of US$216.7 billion. To discover more, please visit www.samsung.com.

1 According to Traqline 2012

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