By Matthew Henry
SYDNEY: Samsung Electronics Australia will spend three million dollars promoting its high definition LCD TVs this summer across national television, print, outdoor and online media, with a focus on the new HD digital integrated R7 series.
The theme of Samsung’s advertising will be ‘changing rooms’ and will encourage consumers to add the final touch to their home décor with a Samsung R7 LCD TV.
The campaign will target Samsung’s core ‘high-life seeking’ consumers – both male and female – and has been timed to tap into the summer sporting season during which consumers are looking to purchase premium flat-screen TVs.
Samsung has sponsored the Ashes broadcast on Channel 9, which will run until January.
“Flat-screen TVs are no longer in the realms of the rich and famous – lovers of movies, sport and action are walking in droves to their local department or electronics store to check out the latest in flat-screen televisions systems,” said Samsung Electronics Australia marketing manager – AV, Michael Apte.
“Our LCD screens have enjoyed a great round of top-rating editorial reviews, and with the supporting lifestyle and design elements communicated in our advertising, we hope to attract a whole new contingent of flat-screen customers through the good looks and innovate technology of our LCD systems over our Christmas and summer sport campaign.”
On top of traditional media such as print and TV, Samsung’s advertising campaign will also include online banner ads, outdoor advertising in shopping centres and alternative channels such as events, radio, promos, gyms and viral marketing.