Brand Barometer - Samsung hasn't lost its magic touch

Dual campaign launched for new Soul mobile phone and televisions gives brand a shot in the arm.

Brand Barometer - Samsung hasn't lost its magic touch
Brand Barometer - Samsung hasn't lost its magic touch

Samsung spendMay 08prev 12 months
Internetn/a£926,428
Outdoorn/a£5,781,877
Press£481,378£5,573,490
Radion/a£25,616
TV£517,446£4,116,645


Source: Nielsen Media Research

Samsung launched two new ads on 2 May: one for the brand's television sets and the other for the new Soul mobile phone.

The ad for the televisions relates back to the brand's sponsor-ship of Premier League team Chelsea FC. Several Chelsea players (including John Terry) are seen performing football tricks on the set of a photo shoot, before kicking the ball out from the television and into the living room, where Donna Air is standing.

By contrast, the ad for the new Soul mobile phone is far more colourful, alluding to a fun, lively and perhaps younger audience than the target market for the Samsung televisions.
The "magic touch" is a key theme throughout the ad for the mobile phone, with the voice-over describing its features in detail. The background music also suggests that Samsung (and its consumers) have the "magic touch".

The disparity between the approach of the two ads reflects the fact that Samsung is aiming two different products at different consumers. When looking at the scores on BrandIndex, it is important to be aware that the alternative approaches may cause the various measures to react in different ways.

For example, the ad for the TVs appears to focus on building the brand's quality score. BrandIndex shows that it increased 3% to 37% on 7 May.

The brand's other measures, including index and satisfaction, both achieved an uplift in scores after the ads first aired. However, the buzz rating achieved the biggest uplift, increasing 6% to 11% on 9 May.

Samsung is already experiencing improved scores after the brand's new ads aired and BrandIndex will continue to track the company's performance as it aims to maintain these scores in the month ahead.

METHODOLOGY
YouGov interviews 2,000 people each weekday to form its BrandIndex, a daily measure of public perception of more than 1,100 consumer brands across 32 sectors.

It is measured on a seven-point profile:
1. Buzz
2. General impression
3. Quality
4. Value
5. Satisfaction
6. Recommend
7. Corporate reputation

In addition, we supply an index score.
www.brandindex.com

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