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Samsung - Capitalising on the Airport media
From challenger to global leader
• 2005: World’s largest Consumer Electronics brand surpassing Sony
• 2007: Nº1 global brand in the electronics industry
• 4 years up 22 places
• Part of the world’s top 20 brands since 2005
Year 2001 2003 2005 2009
Interbrand ranking 42 25 20 19
Evol. vs previous data - 17 5 1
Sources: Interbrand – Best global brands
2002 – Paris CDG 2006 – Lisbon
2007 – Frankfurt 2007 – Barcelona 2007 – JFK
2005 – London Heathrow
Airport media strategy to achieve brand awareness
The Samsung HandKey landmark display resulting in strong identity assertion
The Samsung Hand achievements in figures
• Level of full awareness:
- Samsung Hand 50%
- Other billboards <10%
• 77% of people interviewed reported positive feelings;
- Unique/Original/Great idea
- Call more attention/Surprising
- Attractive/Want to buy the product
• Contribution of the Samsung Hand to people’s positive attitude toward Samsung mobile phones…
Samsung Hand
Unexposed Group
Exposed Group (Index)
Purchase intention 17% 29% (170)
Recommendation 15% 27% (180)
Sources: Cheil communications research - 2005
Airport media strategy to achieve brand equity
Samsung Sponsored Powerpoles
2006 – JFK 2007 – Paris ORYW 2007 – Paris CDG
2007 – LAX 2009 – LHR2008 – Houston 2008 – MIA
Airport media strategy to leverage sales
Premium displays dedicated to product communication A smart communication mix combining impactful displays with direct marketing
2004 – Miami 2005 – Frankfurt 2006 – Hong-Kong 2009 – Bangalore
2008London Heathrow 2009 – Los Angeles 2010 – Barcelona
Summary
A finely tuned strategy for an international airport media success story
From a local to a global position thanks to an ambitious investment program and a clearly defined communication strategy
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2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Investments in airports with JCDecaux (base 100)
Geographic presence in airports with JCDecaux(2001 to 2010)
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