Samsung calls in Quintessentially to target luxury consumers

Samsung has enlisted the help of Quintessentially Communications to help it court high rollers.

Premium: Blue House Club
Premium: Blue House Club

The agency has won a UK brief to develop the newly launched Blue House Club, which seeks to bring the brand’s premium goods to high net worth individuals.

The members’ club was kicked off at a London-based event last week with a demonstration of the new S9 ultra HD TV, costing £35,000.

A spokeswoman for Samsung said: ‘It’s about inviting high net worth individuals who have a passion for technology to experience the more premium end of Samsung’s product line.

‘It’s a very specific audience so it’s important that we connect with them in the right way.’

The brief is thought to have followed a pitch and be worth a six-figure sum, with a focus on developing the concept beyond the initial launch.

However, it is understood that plans for the next members’ event and wider concept are still in development.

Quintessentially hired former Weber Shandwick vice-chairwoman Fiona Noble to lead its comms offshoot in April. 

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