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New Samsung Brand Campaign Tops $200 Million Worldwide, Features Products That Deliver the "DigitAll Experience"

Business and Technology Editors

NEW YORK--(BUSINESS WIRE)--May 16, 2002--

Re-Launch of Global Brand Continues "Everyone's Invited" Theme,

Evokes the Emotions Inspired by Everyday Digital Technology

Samsung Electronics Co., Ltd. today launched its new $200 million global advertising campaign designed to position the company as a leader in the digital convergence arena. The campaign, entitled "DigitAll Experience," extends the positioning of both Samsung's first global brand campaign of 2001 and its recent Salt Lake City Winter Olympic Games sponsorship marketing initiatives.

This new campaign, developed by New York-based Foote Cone & Belding (FCB), Samsung's global advertising agency of record, focuses on how Samsung's wide array of digital products meets the ever changing needs of today's consumer. The advertisements, both broadcast and print, are dedicated to expanding the Samsung brand, while demonstrating the enhanced emotional benefits of the company's cutting-edge, digital convergence products, which combine communication, entertainment and information, and how they can help to bring consumers richer and more enjoyable lives.

"Many consumers think of digital technology as an elite experience that's inaccessible to them. Samsung prides itself on developing revolutionary technology that meets everyone's needs--business or personal," said Eric Kim, Executive Vice President-Global Marketing Operations for Samsung Electronics. "Our `DigitALL' campaign depicts how exciting and accessible digital products really are, and how they've become part of our daily lives." Samsung's investment in overall marketing activities will exceed $900 million in 2002, including television and print media buys, as well as online marketing, retail promotions, collateral and point of purchase displays. This branding investment is more than a 21 percent increase from 2001.

Campaign Research

According to research conducted in April 2002, Samsung's 2001 global brand campaign, also developed by FCB, helped to elevate the brand substantially. In the U.S., brand awareness and preference increased to 74.1 percent from 56.4 percent over the life of the yearlong campaign, and consumer awareness of Samsung also increased 7.5 percentage points from 83.7 percent to 91.2 percent, according to the brand attitude survey.

"We're delighted with the results of last year's campaign, especially in terms of visibility in the U.S.," Mr. Kim said. "Based on the response to last year's campaign, we were able to address and incorporate those findings logically into our marketing initiatives."

Featured Products

The new campaign will showcase Samsung's marquee products in a wide array of areas of digital leadership, including the convergence, mobile and entertainment sectors. Products spotlighted within these ads include wireless handheld communication devices, such as color LCD mobile phones; entertainment products, such as portable DVD players and digital televisions; and futuristic products, such as the company's first-ever Internet refrigerator.

Taglines will feature variants of the anthem "DigitAll" theme, including "DigitAll Passion," "DigitAll Escape" and "DigitAll Wow," illustrating how consumers no longer choose products based on necessity but on want and desire--and how Samsung's digital products can affect consumers lives on an emotional level.

The campaign will launch with television spots in the U.S. on May 16, and will include broadcast and print buys in Europe, Commonwealth of Independent States (Russia), Southeast Asia, Latin America, Africa, the Middle East and China.

The campaign's "Anthem" television ad debuted on Samsung's new 41-feet by 65-feet spectacular sign, at Samsung's VIP sneak peek lighting ceremony in Times Square. The 30-second spot features an array of Samsung products, designed to stimulate a range of emotions, being used by consumers in a wide variety of everyday settings and geographic locations.

About Samsung Electronics

Samsung Electronics Co., Ltd. is a global leader in semiconductor, telecommunications, and digital convergence technology. Samsung Electronics employs approximately 64,000 people in 89 offices in 47 countries. The company is the world's largest producer of memory chips, TFT-LCDs, CDMA mobile phones, monitors and VCRs. Samsung Electronics consists of four main business units: Digital Media Network, Device Solution Network, Telecommunications Network and Digital Appliance Network Businesses. For more information, please visit http://www.samsungelectronics.com.

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