“Creating the brand strategy and advertising to position Samsung as the category leader.”
With Samsung Techwin officially becoming part of Hanwha Group, Korea’s 10th largest family-controlled conglomerate, there was a need to explain the brand transition, setting the scene for distributors and installers. This acquisition also presented the brand with an opportunity by to refresh their positioning so as to ensure it remained a strong, confident leader within the market.
Our strategy aimed to break down preconceptions of what security means in the world today. And because Samsung Techwin is a category leader; winning countless awards for their high performance and resilient products, we used this as an opportunity to refine the brand look and messaging to ensure that there was a consistent communication and confidence across all channels in their approach to market.
The European campaign included press, print, direct mail and event collateral.