Samsung Electronics is expanding its “Choose the sure thing” brand campaign across major global landmarks in New York, London, and Hong Kong. The initiative aims to connect with consumers worldwide by reinforcing the company’s position as a trusted provider of premium storage solutions.
Samsung SSD Campaign Landmark Advertising
The out-of-home (OOH) advertising initiative features prominent displays at high-traffic locations. In New York, the campaign occupies space in Times Square. London viewers will see the messaging at Piccadilly Circus. Hong Kong residents and visitors can view the advertisements at the Entertainment Building in Central.
The core message of the campaign, “When you’ve got everything to lose, choose the sure thing,” positions Samsung SSDs as more than just hardware. The company frames its products as essential safeguards for valuable data and content. This approach seeks to build a premium brand image rooted in performance and dependability.
Tommy (Hyoungsuk) Kwon, Vice President of the Memory Brand Product Biz Team at Samsung Electronics, emphasized the importance of data security in the current market. “In an era where data is more critical than ever, losing it means losing everything. This campaign embodies our brand direction, ‘Choose the sure thing,’ positioning Samsung SSD as the ultimate reliable choice,” Kwon said.
Expanding Digital and Physical Touchpoints
Samsung plans to extend the reach of this initiative beyond physical billboards. The company will integrate the campaign into digital channels, social media platforms, and its official website. These efforts are designed to create a cohesive brand experience for consumers across different regions.
The push for global visibility coincides with recent product announcements from the semiconductor division. At Gamescom 2026, Samsung showcased its P9 and P7 SSDs, which feature USB4 connectivity. These products highlight the company’s focus on high-speed data transfer capabilities for modern computing needs.
Additionally, Samsung has begun mass production of the PM1763 SSD. This specific model is optimized for next-generation artificial intelligence infrastructure. The production of such specialized drives underscores the growing demand for robust storage solutions in enterprise and data center environments.
By combining high-profile physical advertising with the launch of advanced storage technologies, Samsung aims to solidify its reputation in the competitive memory market. The company continues to utilize diverse consumer touchpoints to deliver its message of unwavering trust and unique value.
Source: Samsung
