Samsung turns to Lounge Group for new phone launch
by Clare O'Connor PR Week UK 26-Oct-07, 11:36
Korean mobile phone giant Samsung has turned to youth specialist The Lounge Group to launch its new F210 Purple handset.
The agency, which specialises in targeting under-35s, will capitalise on Samsung’s existing relationship with pop band Girls Aloud. The limited edition of the Samsung F210 will include tracks from Girls Aloud’s new album, as well as ringtones and wallpaper featuring photos of band members.
The Lounge Group will work on a project basis. It will position the purple phone as ‘the fashion and music accessory for autumn,’ according to MD of PR Lisa Jedan. The account team will aim to secure coverage in the fashion and lifestyle press. Samsung head of channel marketing Anne-Sophie Frenove said The Lounge Group was ‘well positioned’ to target Samsung’s core audience of young, fashion-conscious women.
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