Situation
Samsung was faced with a paradoxical situation: Samsung is one of the most famous brands in the world and a leader in the consumer electronics category. But in D.C., policymakers weren't aware of the significant role Samsung plays in America's innovation economy.
Our approach
Penta created a digital-first campaign to support Samsung's Public Affairs efforts and speak directly to policymakers and D.C. influencers. With a distinct identity system, the campaign tells meaningful, targeted stories about Samsung's critical and complex role in advancing U.S. innovations. It includes digital advertising, an interactive microsite, video content for Samsung's public affairs team, print collateral, and message development to distil complex, technical information.
