Samsung Electronics launches global ad campaign

Samsung Electronics has launched a US$200 million global advertising campaign to hammer home the message that digital convergence products - combining communication, entertainment and information - are becoming a part of consumers' daily lives. The FCB-developed campaign is entitled 'DigitAll Experience', and is an extension of last year's global brand campaign. It comprises print and TVCs to showcase Samsung's futuristic products, such as its first internet refrigerator, and to demonstrate consumers base choices on wants and desires, not necessities.