Samsung campaign touches on Star quality

• Samsung launches Samsung Star and Shine campaign
• Campaign is to promote its new full-touch screen mobile phone
• Cheil handled creatives
  

Malaysia - Samsung Malaysia Electronics has launched a campaign to promote its new full-touch screen mobile phone - the Samsung Star S5233.

The consumer campaign titled ‘Be a Samsung Star and Shine' is in collaboration with Starbucks Coffee, and is a search for a ‘Samsung Star' rewarding them with cash prizes and merchandise from Samsung, Starbucks Coffee, Converse and Red Box. 

Cheil Worldwide is the creative agency and print advertisements have already run in The Star, Sin Chew Jit Poh and Harian Metro. 

Analysts say the mobile touch phone could capture 25% of the global mobile phone market by 2013 while Samsung is reported to hold 33% of the touch screen mobile phone market globally, according to ABI research,

Andrew Cheong, director for Mobile Phones at Samsung Malaysia Electronics, said that Samsung's 20 year mobile phone experience has enabled the company to innovate and lead in the touch phone revolution.  

"Samsung has embarked on a journey to extend the touch experience to everyone. In 2008, Samsung sold more than 10 million phones, which means one out of every four touch phones purchased was a Samsung."