Samsung Electronics America,
Inc., a market leader and award-winning innovator in consumer electronics, will
be the first electronics company in the U.S. to launch a 3D cinema advertising
campaign to highlight the wonder of Samsung’s new 3D
LED TV.
Global media
agency network Starcom MediaVest Group developed the media plan for the new 3D
cinema marketing effort on behalf of Samsung, working in collaboration with NCM
Media Networks, a leading integrated media company reaching U.S. consumers in
movie theaters, online and through mobile technology.
Premiering
on April 2, 2010, and running through July, Samsung’s new 3D TV cinema campaign
will be seen nationwide prior to several highly-anticipated 3D films in select
movie theaters in the NCM Cinema Network – the nation’s largest digital
in-theater network comprised of theaters owned by AMC Entertainment Inc.,
Cinemark Holdings, Inc., Regal Entertainment Group and other leading exhibitors
across the U.S.
To
showcase Samsung’s cutting-edge 3D cinema advertising creative, NCM will
integrate unique new 3D elements into its FirstLook digital
entertainment and advertising pre-feature program to coincide with the campaign
launch. Designed with the audience in mind, NCM’s
FirstLook provides a high-quality entertainment experience for
patrons and an engaging marketing platform for advertisers.
“We believe
that the best way to generate excitement for our cutting-edge 3D TVs is by
presenting them in the most engaging 3D environment that exists today – the
cinema,” said Peggy Ang, vice president of marketing communications at Samsung
Electronics America. “Samsung is the leading innovator in 3D TV technology and
it is only natural that we be the electronics industry forerunner in 3D
advertising as well.”
Samsung’s
new :30 second 3D spot, entitled “Wonder-full,” was created by Leo Burnett and
an elite production crew, including the Oscar-winning director of photography,
Mauro Fiore, to bring the wonder of the 3D experience to life. Asking, “Ever
wonder how amazing it would be to experience life in another dimension?” the
spot introduces audiences to a new dimension in TV – the Samsung 3D LED TV. The
wonder of Samsung is illustrated using the latest 3D digital cinema technology,
which has captivated moviegoers across the globe. The 3D cinema spot is part of
a new holistic marketing platform, called "Dedicated to Wonder," that speaks to
the pride and passion Samsung has in creating moments of Wonder when consumers
use Samsung products.
“Samsung has
long been an innovator in cinema advertising, so working together with them on
the launch of their first 3D campaign was a great opportunity,” said Cliff
Marks, NCM Media Networks’ president of sales and marketing. “While 3D is just
the latest arrow in the quiver for marketers to use to engage movie audiences,
it will be exciting to see how exceptional brands like Samsung continue to
evolve creatively in our larger-than-life medium.”
About Starcom MediaVest
Group
Ranked one of the largest
brand communications groups in the world, Starcom MediaVest Group
(www.smvgroup.com) encompasses an integrated network of highly specialized
consumer contact companies. SMG's global organization includes strategic
marketing communication architects who are highly specialized in media
management, response media, internet and digital communications, as well as
multicultural, entertainment, gaming, sports, sponsorship, event marketing and
media. With nearly 6,200 employees in 110 offices worldwide, SMG delivers
brand-building results for many of the world's leading companies. It is part of
Paris-based Publicis
Groupe S.A. (Euronext
Paris:FR0000130577).
