Yesterday, I spoke about Samsung not renewing Storm 360 artist Sasha P’s brand ambassador contract. My discussion was to address the distinction between a contract termination during the life of the contract, versus a contract just expiring on its own. This was as a result of practically every headline, post the expiration of her contract, saying she was dumped. For that discussion, click here.
Samsung has revealed, in an official press statement, that Kate Henshaw is their new brand ambassador.
For Samsung, this move, to me, makes a lot of sense. From a business standpoint, if they are indeed wanting to expand their reach and increase revenue, having two musicians on board as brand ambassadors makes no sense. While Nigeria’s music industry is exploding, its film industry is arguably a step ahead. Samsung should be looking to also tap into the film industry and who better to be the spokesperson for Samsung than Kate Henshaw? She is a household name and continues to be in the face of millions of Nigerians almost daily, at least during the Nigeria’s Got Talent Season.
If you are Samsung, it only makes logical and money sense to go the route they have chosen.
For endorsement deals click here.
January 29, 2013
Samsung unveils 2013 brand ambassadors, commences drive for Galaxy Grand preorder.
Leader in digital media and digital convergence technologies, Samsung Electronics West Africa, has unveiled its 2013 brand ambassadors for its Mobile Division. Movie Industry Icon Kate Henshaw and Star musician, Banky W, will be working together to raise awareness for Samsung mobile products and ultimately contribute to making Samsung phones the preferred brand in the West Africa sub-region. Henshaw was officially unveiled as brand ambassador at a media breakfast meeting organized by Samsung.
Speaking at the unveiling, Managing Director, Samsung Electronics West Africa, Mr. Brovo Kim stated that Henshaw and Banky W represent the values that Samsung has stood for over the years. “The Samsung brand stands for qualities of innovation, change, discovery, self-expression and excellence in performance. And these very same qualities are epitomized by Banky W and Kate Henshaw, whose quality and depth of work as well as versatility as artistes have endeared them to Nigerians today. We are indeed very proud and privileged to have them as our Brand Ambassadors.”
Kim further described its signing of Kate Henshaw as an opportunity for Samsung to reach out to its customers through Nigeria’s movie industry. “We want to further connect with our customers at all touch points, especially through film as it is one of the passions of people in West Africa,” he explained. Samsung plans to leverage Henshaw in its brand advertising as well as product advertising for mobile phones.
In sync with its thrust on introducing innovative, consumer-oriented, breakthrough technology products, Samsung also announced a brand new member in its Galaxy line-up with Samsung Galaxy Grand. The 5-inch display, smart dual-SIM Galaxy Grand combines the features of Samsung’s game-changing Galaxy S III and the revolutionary Galaxy Note II, which were released by the manufacturing giant last year. The device has gone up for preorder on various online stores in Nigeria, ahead of its release next month. Consumers who take advantage of the preorder campaign are entitled to a free limited edition flip cover of the device, autographed by Banky W, while those who redeem their order before Valentine’s Day stand a chance to win a ticket to the official unveiling of the device on February 15, 2013. The opportunity to spend a weekend at the prestigious Oriental Hotel and also enjoy dinner with the brand ambassadors is also open to consumers who preorder the device.
According to Samsung Electronics West Africa’s Business Head (Hand Held Products), Mr. Emmanouil Revmatas, the Galaxy Grand is revolutionary not only in terms of the great Smartphone experience that it will provide but also in terms of its value proposition. “We feel that the Galaxy Grand will further fuel the growth of the Smartphone market in Nigeria and will especially delight consumers looking for a great Smart dual-SIM phone. The Galaxy Grand best meets the growing consumer preference for a large screen device that gives them a great multimedia experience and superior performance.”
Samsung Electronics led both the smartphone and overall handsets market in the fourth quarter of 2012, with the company shipping 106 million handsets, of which 60 million were smartphones, according to ABI Research. Samsung had a 31 per cent share of smartphone shipments in comparison to Apple’s 24.5 per cent share, the research firm said. Having cornered 41 per cent market share, Nigeria leads other African market in the sales and adoption of various Samsung electronics devices on the continent, especially in the mobile phone segment.
From its inception as a small export business, Samsung has grown to become one of the world’s leading electronics companies, specializing in digital appliances and media, semiconductors, memory and system integration. Today, Samsung’s innovative and top quality products and processes are recognized all over the world. The company has continued to expand its product lines and reach, following its mission of making life better for consumers all over the world.”
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