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BarcelonaUnited Kingdom Brussels Samsung - Capitalising on the Airport media.

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Presentation on theme: "BarcelonaUnited Kingdom Brussels Samsung - Capitalising on the Airport media."— Presentation transcript:

1 BarcelonaUnited Kingdom Brussels Samsung - Capitalising on the Airport media

2 From challenger to global leader 2005: Worlds largest Consumer Electronics brand surpassing Sony 2007: Nº1 global brand in the electronics industry 4 years up 22 places Part of the worlds top 20 brands since 2005 Year Interbrand ranking Evol. vs previous data Sources: Interbrand – Best global brands

3 2002 – Paris CDG2006 – Lisbon 2007 – Frankfurt2007 – Barcelona2007 – JFK 2005 – London Heathrow Airport media strategy to achieve brand awareness The Samsung Hand Key landmark display resulting in strong identity assertion

4 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 peoples 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

5 Airport media strategy to achieve brand equity Samsung Sponsored Powerpoles 2006 – JFK2007 – Paris ORYW 2007 – Paris CDG 2007 – LAX 2009 – LHR 2008 – Houston2008 – MIA

6 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 2008 London Heathrow 2009 – Los Angeles 2010 – Barcelona

7 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 Investments in airports with JCDecaux (base 100) Geographic presence in airports with JCDecaux (2001 to 2010)


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