Samsung Everyone’s Invited

Everyone’s invited

Full of drive, energy and barely out of her 20s, Sarit Reouveni is the person behind the world’s second-fastest growing brand – Samsung. With Sarit, everyone is truly invited. She’s a warm, extroverted and intense personality, who, in one year as group marketing manager, has delivered some impressive results.

Q: Please explain more about the ‘Samsung Big Night In’?

A: Everything we do at Samsung is done to avoid and stand out from the clutter. At the moment, there seems to be an increase in adspend from the electronics market, and we have to meet, and better that, with something clever. Our ‘Big Night In’ involves topping and tailing programmes, continual presenter mentions, ads and banners – we basically own the 8pm to 10pm slot on Mondays on SABC3. But you see, it’s not about sponsorship, it’s about property ownership, and that’s what I love about it.

Q: Why the Monday night slot?

A: Traditionally, Monday nights are spent at home. People are resting, vegging out and watching TV. Samsung is about entertainment, not electronics, and the synergy was just perfect for getting that message across.

Q: How is it doing? Any results yet?

A: No, it’s still early days. But the recall factor has been phenomenal, and personally, I am thrilled.

Q: Will there be a follow-up?

A: Oh yes. This whole process has been done and planned in three steps. The first was to introduce ourselves, and own the slot. The second stage, which started in December, includes competitions and a platform from which we can create a database. The third step comes later, and you’ll have to wait and see what it is

Q: What about your ‘Hi 5 @ 5’ slot on 5fm?

A: Well, again, Samsung is about entertainment, and we wanted to reach the progressive youth market. What better way than to target the drive-time hour? It’s a very subtle form of marketing, and it works!

Q: Tell us a little about your unconventional, or experiential marketing strategies.

A: Samsung’s whole brand ethos is...