Samsung Electronics Introduces First Phase of New Global Brand Marketing Ad Campaign; Vignettes of Enhanced Lifestyles Ask Viewers to `Imagine` What They Can Do with Samsung Design and Technology

One of Samsung`s new print ads for LCD televisions. (Photo: Business Wire)

SEOUL, Korea--(BUSINESS WIRE)--June 9, 2005--Building on its established image as one of the world`s leading producers of lifestyle-enhancing products, Samsung Electronics is launching the first phase of a new worldwide advertising campaign, showcasing examples of the many ways that innovative Samsung products can brighten lives wherever people live, work, or play. The new campaign is called ``Imagine``, painting human and amusing stories that highlight what happens when Samsung products come into people`s lives. Each advertisement asks consumers to imagine how their worlds can be made more fun, exciting, and productive with the creative spark of Samsung design and technology.

Highlighting a wide range of Samsung products -- including mobile phones, flat-panel televisions, portable media players and more -- the ``Imagine`` campaign will be introduced initially in a series of television spots, later expanding to include print advertisements, outdoor space displays, Internet placements and other experiential marketing channels. The first television commercial was previewed in a limited number of spots in the United States starting in late May, and the campaign formally begins this week in 35 additional countries.

Under this initial phase, the TV spots will appear for a few weeks in each country over the next two to three months, allowing the company to measure audience reaction and the ads` effectiveness in different markets. Samsung then plans to launch the main phase of the campaign worldwide in late summer, ultimately reaching consumers in over 50 countries around the world by year-end.

Samsung first launched its global brand in 1999 as a common platform to promote all of the company`s business areas, and since that time, promotional campaigns supporting the brand have helped to greatly increase awareness of Samsung as a producer of innovative, high-quality products. The new campaign aims to now elevate Samsung beyond this level, building preference, not just awareness, around the brand among sophisticated audiences who have a strong appreciation for style and technology.

``In just a few years, the Samsung brand has grown to become one of the most respected and valued names in consumer electronics all over the world,`` commented Gregory Lee, senior vice president and chief marketing officer for Samsung Electronics. ``With this new campaign, our aim is to expand on this recognition to build a warmer, more emotional connection with our customers. The only limit is their imagination.``

The new campaign was created by Berlin Cameron/Red Cell, an award-winning creative agency within the WPP group of companies. Directed by the Oscar-nominated team of Will Speck and Josh Gordon, the ``Imagine`` TV spots will include scenes shot in the U.S., Denmark, the Netherlands and Croatia. Photography for the print campaign will be shot by Geof Kern, a critically-acclaimed artist and winner of many prestigious awards for his commercial and artistic work.