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Samsung Unleashing Majap Marketing Blitz

Ridgefield Park, N.J. — Samsung Electronics America is launching what it described as its largest-ever integrated marketing campaign for major appliances.

 The effort, built around six TV spots, is designed to showcase the manufacturer’s latest kitchen and laundry introductions and “assert Samsung’s leadership position” in white goods.

Indeed, the manufacturer cited TraqLine data from TWICE market research partner The Stevenson Co. indicating that it is the country’s fastest-growing appliance brand, and has set the goal of becoming the world’s largest majap maker by 2015.

The new spots feature the Samsung Chef Collection, a suite of premium kitchen appliances designed in collaboration with Michelin star-rated chefs from around the world, which made its trade debut in January at International CES.

Other spots promote the new Samsung 9100 washer, which boasts the world’s largest capacity and SuperSpeed wash cycle technology, and the Food Showcase refrigerator with an exterior ShowCase door compartment for frequently used items. The latter execution features a fragile egg that is protected by the fridge’s proprietary triple-cooling system and metal cooling technology.

The commercials, narrated by a French-accented voiceover, spotlight the line’s chef-inspired insights while underscoring Samsung’s focus on filling consumer needs and supporting their interests in entertaining, cooking and maintaining beautiful homes, the company said.

 “We are spotlighting new product heroes in the refrigeration, cooking, dish and laundry categories, with an emphasis on our new Samsung Chef Collection line,” noted Kevin Dexter, home appliances senior VP at Samsung Electronics America. “The creative is both sophisticated and light-hearted, showing how our unique category innovations and industry-leading technology allow consumers to pursue their passions.”

The first two 30-second spots, for the Chef Collection range with flexible cavity and the Chef Collection dishwasher with lateral spray arm, will debut on national TV tomorrow. 

The commercials will be supported by full-page print ads for the Chef Collection dishwasher, 9100-series front-load laundry pair, and new upright and canister vacuums. More than 50 inserts will appear in a mix of newspapers and magazines including Better Homes & Gardens, Good Housekeeping, Real Simple and USA Today.

Samsung also will reach consumers online via digital advertising for the Chef Collection, Food ShowCase refrigerator, 9100-series laundry pair and vacuums. All facets of the new campaign will be supported through Facebook, while an updated website features new dedicated pages for the product introductions.

To further showcase the new line, Samsung has opened a temporary home appliance innovation and design center in Manhattan where media, social “influencers” and other visitors can participate in interactive workshops, test drive the new products, and meet with Samsung executives this week.