Korea is the place where you can witness the fastest growth in mobile phone industry. Anycall, a mobile phone brand of Samsung, has been in #1 position since it was introduced to the Korean market in 1993. Its strong presence in the market has been generated by adequate changes of its brand positioning aligned with changes of market situations. We found that mobile phones are more recognized as a 'center of connection' thanks to technology. That is why we launched new 'TALK PLAY LOVE' campaign last year. It was to position the brand as a lifestyle brand.

We have created various conventional and innovative advertisements, such as TV commercials, prints, outdoor ads, entertainment contents (songs, music videos, cartoons, etc.) and many more in a creative way. But, without our approach of 'CONTAMINATION', all of our accomplishments would not have been made. We define 'CONTAMINAION' as a holistic approach to expand our intended message through active consumer participations. Consumers around the world watched entertainment content and voluntarily shared with their friends, created user-created contents, and even categorized their blogs with Talk Play Love.