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As a result of these findings, a new campaign was launched in 2002, “DigitAll – Everyone’s Invited.†The campaign’s focus was to unite communication, entertainment, and information in easy-to-use digital devices. They also gained consumer exposure by having several of their products revolve around the Matrix Reloaded movie, and their sponsorship of the Olympics...
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This clearly brought their brand to the next level on a personal level – they were everywhere.
Kim’s ultimate thought regarding Samsung’s next step was, “To be number one, it’s not enough just to be known, you have to be loved.†As the DigitAll campaign created a positive customer response for Samsung, their future efforts to build their brand image relied heavily on their innovative strategies and exposure to the world...
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