Featuring Cantopop star Andy Lau, 'Samsung Month' is using a number of promotions to publicise Samsung products and Lau's newly-released album, Voice. The promotion features a number of different prizes, including tickets to Lau's 'Voice @ its Best' party, autographed copies of his new album, posters and other collateral. Lau has also taped a special version of his music video for the song Guan Shi Yin for the promotion.
"We see many similarities between Samsung and Andy," said Sherry Yeung, marketing manager of the marketing team at Samsung Electronics Hong Kong. "Both Samsung and Andy are at the top of their game, and we believe that both share similar beliefs and philosophies — uncompromised commitment to improving the quality of life and a focus on striving for excellence in everything that we do."
The campaign's creative concept revolves around the notion that while there are various 'voices' around us everyday, we rarely listen.
According to Yeung, the 'star' in Andy's ear represents the heart of the listener to communicate the message 'listen with your heart'.
The integrated push features print, outdoor, online, direct mail, POSM and public relations. Samsung Electronics' in-house agency Cheil Communications handled creative and media, while Shout Sheng Communications will oversee PR.
"We hope that from these activities, we will keep abreast of the market," said Yeung.