Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
Text:  A A

Case Study: How a New, Low-Cost Offline Channel Generated Surprisingly Stellar Results for Samsung

by   |    |  2,122 views

Company: Samsung Electronics Canada
Contact: David Mear, Media Supervisor, Cheil Canada
Location: Toronto, Ontario
Industry: Consumer Electronics
Annual revenue: $2,147,500,000
Number of employees: 1700

Quick Read

Getting in the game early and trying something new has its risks—and its advantages.

When Samsung Electronics America introduced a new mobile device in direct competition with the iPhone, the company knew it had to do something novel to generate brand awareness and product consideration.

But tight budgets meant it couldn't just go all out; it had to take a strategic approach. Digital out-of-home media, although unproven, stood out as a new, low-cost channel with potential.

Samsung made digital out-of-home the primary vehicle for the new launch campaign. And by doing so, it achieved stellar brand-awareness levels and purchase-consideration ratings.

Read the Full Article

PRO Membership is required to access this marketing case study. Sign up to read the full article and gain access to all of our PRO content!

Sign up for a 2-Day Free Trial  Learn more about PRO Membership

Kimberly Smith is a staff writer for MarketingProfs. Reach her via

Rate this  

Overall rating

  • This has a 5 star rating
  • This has a 5 star rating
  • This has a 5 star rating
  • This has a 5 star rating
  • This has a 5 star rating
1 rating(s)

Add a Comment


  • by Sweta Mon Sep 7, 2009 via web

    This is an interesting case study. Did Samsung also consider using social media to increase Brand Awareness eg Twitter etc

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!