The 13-model range, which removes 99.99 per cent of dust particles and viruses is, for the first time, being simultaneously pitched at design and construction companies.
"With real demand from residential and office projects that are nearing completion, this is a good time to stir the competition," said Tae-Boon Choi, managing director for Thai business operation at Thai Samsung Electronics.
About 40,000 new housing and condo units are expected to enter the residential pool in Bangkok and its immediate vicinity this year, representing a potential demand for 550,000 air-conditioner units. Designers and construction companies are being reached mainly via seminars and conferences.
Direct sales to consumers are also expected to be brisk this year; Samsung is targeting sales of 150,000 units in this category.
Samsung's ad campaign, developed by J. Walter Thompson and Young & Rubicam, will focus on print and radio advertising, POP displays, 'see me, touch me, feel me' road shows and exhibitions. The print ad shows the 'silver nano' aircon user protected by translucent walls.
Samsung targets consumers and trade with promo
Samsung is putting 120 million baht (US$3.1 million) behind its latest range of 'silver nano' aircons in a move to increase sales five-fold, and reinforce its position as a premium brand.