To help attract expert staff for the elite Samsung Electronics Research Institute (SERI), VGroup created a new brand identity for the institute and a brand mascot called Magnuss (an anagram of Samsung). SERI provides R&D support across Europe for Samsung’s production complexes, focusing on technological development and product design for a number of areas including telecommunications, audio/visual, multimedia and other consumer electronic products. Within mobile communications, established competitors such as Nokia and Ericsson were traditionally viewed by technical experts as best of breed employers. With the imperative to attract candidates of the very highest caliber Samsung’s research institute required a compelling new message.
The solution
Our brief was to create both a new advertising concept and also a new brand identity that would re-position SERI as a leading edge employer and attract world-class talent. We also had to ensure that the creative solution would work alongside Samsung’s existing branding.
Consultation with SERI confirmed that the new brand would need to be smart, individual and fun while reflecting the key values of an ideal employee. Our solution introduced Magnuss the dog – a new brand mascot using a fresh, contemporary and quirky ‘cartoon’ style. The brand mascot was complemented by the development of a distinctive brand identity for SERI.
The result
SERI corporate and mascot branding was applied across a wide range of media including recruitment advertising and events, plus online and printed collateral. The advertising was a great success, generating both increased response rates and improved quality of response. The brand has played a vital role in helping to reposition Samsung as an employer of choice.
‘SERI is very excited by the Magnuss theme and feel this new character is very eye catching and also emphasizes that ‘it’s fun to work at SERI’. Our previous cartoon theme was tremendously successful and we hope this re-branding will provide a further boost for our recruitment campaign.‘ Samsungs HR & Facilities Manager at SERI.
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