Shaken & Stirred - Influential Brand Profiling and Positioning

New £7.5 million 360⁰ campaign drives consumer interest in Smart TV / Samsung

Samsung Electronics Co. UK Ltd,  has revealed its new marketing campaign for its 2012 range of Smart TVs. The £7.5 million campaign, which includes TV, Print, PR and Digital, builds on the success of last year’s hugely successful Smart TV campaign that supported Samsung’s most awarded TV range[1] and number one market position for TV overall.

The programme developed by CHI&Partners invites viewers to “Step into the future of TV and experience a new way of sharing and a new way of staying in touch.” The TVC showcases the exciting new technology in the Samsung 8 Series including, ‘Smart Interaction’ -gesture control and facial recognition – and ‘Smart Content’ – the ability to share photos from the Samsung Galaxy Note to the Smart TV.

The fully integrated marketing campaign will debut in the UK on Friday 18th May with a five week TV campaign and a digital campaign including Demand5, 4oD and YouTube. In Ireland, the marketing campaign will begin on Monday 21st May and run for six weeks across broadcast channels throughout the European Championships plus on digital outlets such as RTÉ, Irish Times and

Commenting on the launch campaign, Guy Kinnell, Marketing Director, TV, Samsung UK and Ireland said: “This campaign is all about encouraging consumers to experience the future of television now. Our 2012 Smart TV range delivers a smarter, simpler and more connected life for viewers. With the ability to use gestures to control the TV, share special moments and events with your family and friends via features such as Skype or our All Share app, Samsung is connecting more people with more content than ever before.

We feel this is an amazing opportunity for our customers and our retail channels as we invite consumers to join in and step into the future of TV.


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