SAMSUNG MOBILE Arrange Exclusive Campaign for G600 Pink Handset

SAMSUNG Mobile promote the launch of the SAMSUNG G600 Pink handset with integrated marketing campaign.  The maerketing campaign includes working exclusively with Carphone Warehouse, inviting readers of the Metro, a voucher for £100 to spend at Coast, as well as exclusive access to 27 Dresses movie content and downloads to those customers choosing G600 Pink handset…

SAMSUNG MOBILE FINDS ‘MATCH MADE IN HEAVEN’, WITH 27 DRESSES MOVIE LINK UP

SAMSUNG Mobile Announces Exclusive Campaign With Carphone Warehouse

SAMSUNG Mobile has announced the details of a new integrated marketing campaign to promote the launch of the SAMSUNG G600 Pink handset, centring on a link up with Twentieth Century Fox’s new film 27 Dresses. The movie is released March 27th, and stars Katherine Heigl as the ‘always the bridesmaid never the bride’ romantic lead character.

Working exclusively with Carphone Warehouse, SAMSUNG’s G600 Pink campaign includes a variety of above- and below-the-line activities, including in-store and online, as well as a PR and promotional campaign through national, lifestyle and trade media channels. Pre-promotional activity kicks off on Thursday 21st February in the Metro, with in-store activity running through 900 Carphone Warehouse stores nationwide from March 1st.

In celebration of the SAMSUNG G600 Pink handset launch and the February 29th Leap Year, SAMSUNG Mobile is also inviting readers of the Metro to ‘take the leap of love’, and propose to their boyfriends via the newspaper. The first 20 brave romantics will be rewarded with a SAMSUNG G600 Pink handset, with the top prize of £1,500 to spend on their bridesmaid dresses.

Further leveraging the handset is the limited edition gift with purchase offer to those customers choosing the SAMSUNG G600 Pink handset, who then receive a voucher for £100 to spend at Coast, as well as exclusive access to 27 Dresses movie content and downloads available from www.samsungmobile.co.uk/27dresses

To support the campaign, SAMSUNG Mobile has also commissioned a variety of in-store collateral which includes window posters, in-store leaflets and buyers guide ads, with customers also being directed to the website

Anne-Sophie Frenove, Head of Marketing, SAMSUNG Mobile explained: “With the launch of the SAMSUNG G600 Pink and the impending arrival of the 27 dresses movie, we saw a unique opportunity to create a tailored campaign that can reach our core audience across a variety of media. We expect the high value Coast voucher will have inherent appeal and help strengthen the fashion positioning of the SAMSUNG G600 Pink. We are committed to making this handset a major success, and so are working with Carphone Warehouse to maximise all available marketing opportunities.”

The 27 Dresses activity supports a £2million ATL campaign to launch the SAMSUNG G600 Pink, which included a significant presence at London Fashion Week.

About SAMSUNG Electronics
SAMSUNG Electronics Co., Ltd. is a global leader in semiconductor, telecommunication, digital media and digital convergence technologies with 2007 consolidated sales of US$103.4 billion. Employing approximately 150,000 people in 134 offices in 62 countries, the company consists of five main business units: Digital Media Business, LCD Business, Semiconductor Business, Telecommunication Business and Digital Appliance Business. Recognized as one of the fastest growing global brands, SAMSUNG Electronics is a leading producer of digital TVs, memory chips, mobile phones and TFT-LCDs.

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