LONDON: Samsung has enlisted the help of Quintessentially Communications to court luxury consumers.
The agency has won a UK assignment to develop the Samsung BlueHouse Club, which seeks to bring the brand's premium goods to high net worth individuals.
The members club kicked off at a London event last week with a demonstration of the new S9 ultra HD TV, which costs approximately $52,000.
“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,” a Samsung spokeswoman said. “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.
In April, Quintessentially hired former Weber Shandwick vice chairman Fiona Noble to lead its comms offshoot.
This story originally appeared on the website of PRWeek UK.
Figures were converted to US dollars from British pounds using the XE currency converter.