When Samsung Canada enlisted the help of its ad agency, Cheil Canada, for its latest product launch, it didn’t ask for a typical TV spot or banner ad.
Instead, the company asked Cheil creative director Joe Musicco to gather a group of young creatives working at Toronto ad agencies to preview a new product, the DA-E750 wireless audio dock.
Samsung has decided utilizing influencers like this to mount a slow-building word-of-mouth campaign is the best approach for its entrance into the audio market. So Musicco’s creatives, local press and social media influencers were invited to Toronto’s Hazelton Hotel Wednesdasy for a presentation and product launch.
High-end audio equipment is somewhat new marketing territory for Samsung (the dock is priced at $699.99), and the brand is approaching it cautiously. While the company has long sold home entertainment systems, it’s known primarily for its TV and, in recent years, mobile phones.
As Dave Vitale, product and marketing manager of Samsung Canada, said, “We may not be the first brand you think about when it comes to audio.”
By slowly building its credibility in the audio sector, Samsung hopes consumers will view products like the new speaker dock as more than an add-on to the home theatre systems the brand also sells.
“To a certain degree, a less-aggressive, in-your-face approach is going to help us sell more,” said Andrew Barrett, Samsung Canada vice president of marketing. “There is a lot of opportunity to build credibility and build a business model. The plan right now is to get people discussing it. We don’t want to start with price discounts and sweepstakes.”
If Samsung and its PR agency North Strategic decide the event was a success, Barrett said it may hold similar events in other Canadian cities. The PR push will be supported by in-store displays at retailers including Future Shop, Best Buy and Leon’s.
