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Samsung - Capitalising on the Airport media

From challenger to global leader

• 2005: World’s largest Consumer Electronics brand surpassing Sony

• 2007: Nº1 global brand in the electronics industry

• 4 years up 22 places

• Part of the world’s top 20 brands since 2005

Year 2001 2003 2005 2009

Interbrand ranking 42 25 20 19

Evol. vs previous data - 17 5 1

Sources: Interbrand – Best global brands

2002 – Paris CDG 2006 – Lisbon

2007 – Frankfurt 2007 – Barcelona 2007 – JFK

2005 – London Heathrow

Airport media strategy to achieve brand awareness

The Samsung HandKey landmark display resulting in strong identity assertion

The Samsung Hand achievements in figures

• Level of full awareness:

- Samsung Hand 50%

- Other billboards <10%

• 77% of people interviewed reported positive feelings;

- Unique/Original/Great idea

- Call more attention/Surprising

- Attractive/Want to buy the product

• Contribution of the Samsung Hand to people’s positive attitude toward Samsung mobile phones…

Samsung Hand

Unexposed Group

Exposed Group (Index)

Purchase intention 17% 29% (170)

Recommendation 15% 27% (180)

Sources: Cheil communications research - 2005

Airport media strategy to achieve brand equity

Samsung Sponsored Powerpoles

2006 – JFK 2007 – Paris ORYW 2007 – Paris CDG

2007 – LAX 2009 – LHR2008 – Houston 2008 – MIA

Airport media strategy to leverage sales

Premium displays dedicated to product communication A smart communication mix combining impactful displays with direct marketing

2004 – Miami 2005 – Frankfurt 2006 – Hong-Kong 2009 – Bangalore

2008London Heathrow 2009 – Los Angeles 2010 – Barcelona

Summary

A finely tuned strategy for an international airport media success story

From a local to a global position thanks to an ambitious investment program and a clearly defined communication strategy

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2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Investments in airports with JCDecaux (base 100)

Geographic presence in airports with JCDecaux(2001 to 2010)

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