Samsung is launching a £12m marketing campaign in the UK next month to promote its flagship handsets, the Samsung Wave and the Samsung Galaxy S, to its high spending customers.
The campaign is targeting a specific group at the high end of the market, following extensive market research.
Speaking to delegates at the Fonehouse Partner Conference this week, Samsung channel marketing manager Anna Tennent said: ‘We are
spending £12m on this campaign – it is the biggest ever, with £6m spent on
The marketing campaign will run from mid-June across all media. ‘Customers will know our brand,’ said Tennent, adding that the TV ads would be ‘spectacular’.
Samsung’s market research used focus groups to identify six customer segments ranging from the low to the high end of the market. Of these six segments, Samsung has identified the high spending ‘aspirational’ segment as the most profitable.
The Samsung Wave will be aimed at the younger half of the group, launching with low tariffs and a marketing campaign that will emphasise its status as
the entry phone for the Bada platform and focus on its 3.3-inch Super AMOLED touch-screen.
The Galaxy S campaign will focus on over-thirties aspirationals, emphasising its Android platform, Layar Reality Browser and advanced LBS (Location Based Services).