Samsung Will Use Consumer Messages for New ad Campaign

Samsung and Current Media, an online news portal, have teamed up to allow UK consumers a chance to design the new ad campaign for the eco-friendly “Blue Earth”. The product is a green alternative to the popular new touch screen phones.

Samsung is proposing a competition which will allow their UK customers, as well as participants in Italy, to participate in a message advertisement which will feature consumers’ pre-recorded messages on Current Media’s Viewer Created Advertising Messages arena. From that content, Samsung will choose a message to be used as the company’s next televised ad placement.

The messages are to be geared towards Samsung’s environmentally conscious consumers, and aimed at putting a face on the “Blue Earth” mobile touch. VP of global marketing at Samsung Electronics, Younghee Lee said that the company is hoping to generate enthusiasm for the product and its affiliated accessories especially by engaging the younger consumers.

Samsung representatives also stated that the ad campaign would be a trial run in the hope to further incorporate a growing trend of using consumers’ messages to convey product popularity. Many new product companies have been using consumer testimonials and messages via the web to generate hype for their products over a spread of several different countries.

Lee also stated that Samsung realizes that consumers more and more are requiring that their electronics be environmentally compatible, and that eco-friendly mobile phones are a growing niche market for consumer demands. The “Blue Earth” mobile was developed to decrease the company’s carbon footprint by utilizing recycled materials and offering a 5-star energy rated charger. The phone also has a solar powered battery on its backside which can be exposed to the sun to run off of solar energy.