Simon Baker Announced As The New Face Of Samsung Australia
Award winning Australian actor to front Samsung Electronics Australia's 'Turn on Tomorrow' master brand campaign
- (1888PressRelease) July 27, 2010 - SYDNEY, Australia - Samsung Electronics Australia today announced it will be launching a major brand campaign, starring Australian actor Simon Baker, to communicate the company's 'Turn on Tomorrow' brand positioning. The locally developed campaign will involve a substantial above the line investment, including a TV advertisement staring Baker, set to air later this year. 'Turn on Tomorrow' communicates Samsung's dedication to the relentless pursuit of a better tomorrow through delivering product and service innovation for today's lifestyle. The campaign will communicate the company's breadth of offering and technical innovation across its Audio Visual, IT, Telecommunications and White Goods categories.
First appearing in Australia in November 1987, with a narrow consumer electronics offering, Samsung has gone on to deliver a wide range of innovative products, with increasing quality and value for consumers.
'Turn on Tomorrow' captures Samsung's commitment to bring to market tomorrow's technology today, with industry leading innovation featured across all of Samsung's products, from washing machines and notebooks to televisions and mobile phones. The campaign follows two decades of aggressive business growth across Samsung's Australian subsidiary.
"We believe now is the right time to communicate to Australians not only our diverse product offering, but more importantly our drive to always stay one step ahead of the market and deliver genuine technological innovation that improves people's lives," said Lambro Skropidis, Head of Corporate Marketing, Samsung Electronics Australia. "'Turn on Tomorrow' represents our commitment to always being first to deliver new innovation into Australian homes."
"Simon was the perfect choice to represent this new chapter for the Samsung brand as he is excelling in his field, passionate about what he does and driven to succeed, making him the ideal figurehead for our brand," added Skropidis.
Baker is an Australian film and television actor who is currently the star of Channel Nine's television series The Mentalist. He has been nominated twice for an Emmy Award, has received two Golden Globe nominations and has appeared in major Hollywood films including The Devil Wears Prada and L.A. Confidential.
"I'm very much looking forward to working with Samsung," said Simon Baker. "It is a brand that I have admired and respect. I am thrilled to be a part of the project."
The new campaign is currently in development and is expected to be active later this year.
About Samsung Electronics Co. Ltd.
Samsung Electronics Co., Ltd. is a global leader in semiconductor, telecommunication, digital media and digital convergence technologies with 2009 consolidated sales of US$116.8 billion. Employing approximately 188,000 people in 185 offices across 65 countries, the company consists of eight independently operated business units: Visual Display, Mobile Communications, Telecommunication Systems, Digital Appliances, IT Solutions, Digital Imaging, Semiconductor and LCD. Recognized as one of the fastest growing global brands, Samsung Electronics is a leading producer of digital TVs, memory chips, mobile phones and TFT-LCDs. For more information, please visit www.samsung.com.au
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