Samsung has appointed The Communications Agency (TCA), the integrated marketing services agency, to work on the launch of the U600 Purple handset following a competitive pitch. It is not known how many agencies pitched for the business.
The brief was to create a brand identity for the new phone, to target young and fashion-conscious women. The Purple phone will be launched exclusively in Orange stores and on orange.co.uk.
TCA has created a press and poster campaign, which will include a six-page wrap-around on afternoon free-sheet, London Lite. The ads use the strapline: “Purple is the new black”.
The agency has also integrated the brand identity and campaign message into launch-pack design carrier bags and an internal Orange call centre incentive scheme.
Susan Land, head of channel marketing at Samsung Mobile, says: “TCA has worked with us creating, developing and rolling out a campaign that fully reflects the handset’s unique proposition of stylish fashion and clever functionality.” The high-end Samsung phone, which costs £300, will compete against other premium phones including the iPhone, which launches next month, the Palm Treo and the LG Prada.
The U600 comes with a 3.2 mega-pixel camera and is ultra-thin with a 10.9mm frame. Samsung claims it is the world’s slimmest slider phone.