Samsung starts £90m digital push

Consumer electronics giant Samsung is poised to launch a range of digital products backed by a £90m pan-European TV and press advertising push.

The Personal Multimedia range includes: a watch with an inbuilt mobile phone; a hand-held MP3 music player – which downloads music from the Net – with an inbuilt video screen; and mobile phones with inbuilt MP3 players and voice-recognition dialling. The first products will be seen later this month.

The two-year launch campaign will be the South Korean company’s first major brand ad campaign in the UK. In addition, Samsung is spending $150m (£90m) launching the products in the US.

Peter Allatt, associate director of consumer products for Samsung UK, says: “Samsung is allocating $145m (£90m) until the end of 2001 for a European brand advertising campaign, including Olympic-themed advertising to begin in 2000.

“The campaign is by far our largest so date and shows our commitment to Europe.”

The campaign, created by South Korean agency Cheil Communications, breaks in the UK later this month, using the catchline “Samsung Digitall, everyone’s invited”.

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