Samsung's brand communication has become synonymous with digital innovation. This is firmly entrenched in its payoff line: 'Samsung Digitall - Everyone's Invited.' From its memorable high-tech television commercials to complex roadshows and virtual booths at airports, Samsung pushes the boundaries of what is digitally possible.
Most recently, Samsung opted for local digital innovation to launch the world's first true colour cellphone - the T100 True. It has TFT LCD Clarity, 65 000 colours, a data cable to download pictures, and one-touch Internet access, among other features.
"The launch campaign translated the T100 True I's vibrant colour and clarity of image into digital animation," says Samsung's Sarit Reouveni. "It was also in keeping with the 'Everyone's Invited' theme and successfully reached every facet of the target market on every level."
Design company, Strawberri, was selected to augment Samsung's national T100 roadshow by executing a digital mailing campaign. The company also created full Shocked Media presentations for Samsung, whereby audiences were transported to a unique digital dimension. This was followed by the execution of a 'Flashvert' (a cost-effective digital advert) on Samsung touch-screens at Vodaworld. Another progressive element of the campaign included the use of animetics on digital billboards at the international airports.
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