Samsung has risen to become a top global brand through strategic use of airport media displays from 2001-2010. Key points: 1) Samsung ranked 42nd in 2001 but rose to 19th globally by 2009 through airport campaigns. 2) Large displays like "The Samsung Hand" achieved strong brand awareness, with 50% recognizing the hand and 77% feeling positively. 3) The campaigns increased purchase and recommendation intentions for Samsung phones by 170% and 180% respectively. 4) Samsung expanded its airport media presence globally, growing investments exponentially from 2001-2010 to become a leader in this space.

1. Barcelona United Kingdom
United Kingdom Brussels
Samsung - Capitalising on the Airport media

2. From challenger to global leader
Year 2001 2003 2005 2009
Interbrand ranking 42 25 20 19
Evol. vs previous data -  17 5 1
• 2005: World’s largest Consumer Electronics brand surpassing Sony
• 2007: Nº1 global brand in the electronics industry
• 4 years up 22 places
• Part of the world’s top 20 brands since 2005
Sources: Interbrand – Best global brands

3. Airport media strategy achieves brand
awareness
The Samsung Hand
Key landmark display resulting in strong identity assertion
2002 – Paris CDG 2005 – London Heathrow 2006 – Lisbon
2007 – Frankfurt 2007 – Barcelona 2007 – JFK

4. The Samsung Hand achievements in figures
• Level of full awareness:
- Samsung Hand 50% Samsung Unexposed Exposed Group
Hand Group (Index)
- Other billboards <10%
• 77% of people interviewed reported
positive feelings;
- Unique/Original/Great idea
Purchase
17% 29% (170)
- Call more attention/Surprising intention
- Attractive/Want to buy the product
• Contribution of the Samsung Hand to
people’s positive attitude toward
Samsung mobile phones…
Recommendation 15% 27% (180)
Sources: Cheil communications research - 2005

5. Airport media drives brand equity
Samsung Sponsored Powerpoles
2006 – JFK 2007 – Paris ORYW 2007 – Paris CDG
2007 – LAX 2008 – Houston 2008 – MIA 2009 – LHR

6. Airport media strategy leverages sales
Premium displays dedicated to product
communication A smart communication mix combining impactful
displays with direct marketing
2004 – Miami 2005 – Frankfurt 2006 – Hong-Kong 2009 – Bangalore
2008
London Heathrow 2009 – Los Angeles 2010 – Barcelona

7. From a local to global
A finely tuned strategy for an international airport media
success story
Geographic presence in airports with JCDecaux Investments in airports with JCDecaux
(2001 to 2010) (base 100)
1600
1400
1200
1000
800
600
400
200
2010
2005
2001 0
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
From a local to a global position thanks to an ambitious investment program and a clearly
defined communication strategy