Striving for a strong Nordic brand

Samsung has a unique position today. But less than ten years ago, Samsung was a challenger in the Nordic region. Samsung made a five-year plan and roll-out to establish Samsung’s position as the strongest brand in the Nordic countries.

Being a newcomer in the eyes of design-minded Scandinavians, Samsung had to demonstrate its capacity to seamlessly connect top quality products with an aesthetic dimension. To rise above the powerhouses of Scandinavian consumer-technology, Samsung had to inspire these consumers by conveying a symbiotic relationship between style and utility.

Showing passion for the Nordic lifestyle

LOOP Associates worked with Samsung to develop a design-expression spanning product categories and showcasing the ability of the brand to complement the Scandinavian lifestyle and environment.

To do so, we emphasised Samsung’s Danish-inspired product designs, opening the eyes of Scandinavian consumers to Samsung’s very real passion for the Nordic region.

Creative concepts and campaigns were complemented with inspiring exhibitions and unique partnerships between Samsung and Danish Design Center, Danish Design Museum and Red Cross.

Samsung inspires the consumers

Storytelling strategies have during the last five years cemented the close ties between Samsung, Scandinavia, and Scandinavian design, and stirred pride in the Nordic consumer base.

Consumers today recognise Samsung’s unfaltering efforts to pair quality with Scandinavian design. The brand has successfully broken the conventional dominance of the competition in several product categories and exceeded the market share of Apple in the Nordic regions in 2012.