New Samsung “masterbrand” campaign

By Keri Algar

SYDNEY, NSW: Samsung last night launched a TVC starring Simon Baker, which encompasses all of Samsung’s products in a neat package the Korean supplier has labelled a “masterbrand campaign”.

During the commercial the Australian film and television actor (The Mentalist, The Devil Wears Prada, The Killer Inside Me) is seen in his home using a broad range of Samsung products, essentially bringing them together, including a robotic floor cleaner, a 3D TV, mobiles and a laptop.

The 60-second TVC is to be positioned during high profile spots and will then extend into print, outdoor, online and in-store.

The campaign has taken months to design and complete, said Lambro Skropidis, head of marketing for Marcomms and Corporate Marketing, Samsung Electronics Australia.

 “After months of creative development and testing, it is exciting to finally debut our first Australian masterbrand campaign,” said Skropidis.

“This campaign not only provides us with an opportunity to educate consumers on our diverse range of products, but also communicates to them what the Samsung brand represents.”

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