Samsung
Posted on Sunday, 9 October
Digital Audio Player Product Line Launch
Fly Communications
2005
Copywriting
The task
Launching an advanced line of portable music players in Canada.
The challenge
Defining position as an innovator who offered variety in a market heavily dominated by a competitor.
The key
Emphasis on a ‘custom fit’ — the Samsung product line offered seven models with widely varying features, unlike the ‘one size fits all,’ ‘off the rack’ approach offered by the primary competitor (at that time).
