Samsung rockets with new Jet

Successful new campaign suggests phone manufacturer understands the market and caters for it well

Samsung Jet campaign scores high index
Samsung Jet campaign scores high index

The latest advertising campaign for Samsung first aired on 4 July and coincides with the launch of the new mobile phone model in the Samsung range - the Samsung Jet.

Samsung claims to have provided some of the most desirable handsets in recent years, such as the Soul and the Tocco, and the launch of the Jet suggests it does not want to rest on its laurels just yet.

The Samsung Jet is billed as a super-fast phone and the advert works on this, positioning it as an evolution due to user needs.

The latest campaign, called Impatience is a Virtue, starts by illustrating different instances of people waiting, such as a person waiting to be served in a café and someone waiting for a bus. The narrator notes that we hate waiting, adding that it has never helped us to achieve anything.  

The ad continues that impatience, however, is a virtue, as it has driven civilisation to build and create things to rid us of waiting. Examples given include the jet plane, suggesting that the name of the new model further points to the function of the handset itself.

The campaign suggests that Samsung created the Jet in response to users becoming impatient with waiting for their mobiles.

The initial uplift on BrandIndex suggests Samsung has managed to convey the message that there is  another desirable handset on the market.

At the point the ad first aired, quality, general impression, index and buzz scores for the brand were at +22, +24, +20 and +5 respectively.

Following the first airing of the ad, quality scores improved by an impressive  eight points to a peak of +30 on 8 July, just four days after the launch. Buzz also rose slightly by one point to reach +6 on 10 July.

These increases, along with an improvement in the brand's general impression score of five points, to a peak of +29 on 10 July, led to an increase in its overall index score. Index reached +23 following the ad, equalling the highest index score Samsung has achieved since BrandIndex was launched in 2005.

This suggests the launch of the Samsung Jet could be set to allow the perception of the brand to rocket further.

Samsung has made a good fist of showing its competitors it understands the market and is catering for it well.

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.

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