1. BarcelonaUnited Kingdom Brussels Samsung - Capitalising on the Airport media

2. From challenger to global leader 2005: Worlds largest Consumer Electronics brand surpassing Sony 2007: Nº1 global brand in the electronics industry 4 years up 22 places Part of the worlds top 20 brands since 2005 Year2001200320052009 Interbrand ranking42252019 Evol. vs previous data- 17 5 1 Sources: Interbrand – Best global brands

3. 2002 – Paris CDG2006 – Lisbon 2007 – Frankfurt2007 – Barcelona2007 – JFK 2005 – London Heathrow Airport media strategy to achieve brand awareness The Samsung Hand Key landmark display resulting in strong identity assertion

4. The Samsung Hand achievements in figures Level of full awareness: - Samsung Hand 50% - Other billboards <10% 77% of people interviewed reported positive feelings; - Unique/Original/Great idea - Call more attention/Surprising - Attractive/Want to buy the product Contribution of the Samsung Hand to peoples positive attitude toward Samsung mobile phones… Samsung Hand Unexposed Group Exposed Group (Index) Purchase intention 17%29% (170) Recommendation 15%27% (180) Sources: Cheil communications research - 2005

5. Airport media strategy to achieve brand equity Samsung Sponsored Powerpoles 2006 – JFK2007 – Paris ORYW 2007 – Paris CDG 2007 – LAX 2009 – LHR 2008 – Houston2008 – MIA

6. Airport media strategy to leverage sales Premium displays dedicated to product communication A smart communication mix combining impactful displays with direct marketing 2004 – Miami 2005 – Frankfurt 2006 – Hong-Kong 2009 – Bangalore 2008 London Heathrow 2009 – Los Angeles 2010 – Barcelona

7. Summary A finely tuned strategy for an international airport media success story From a local to a global position thanks to an ambitious investment program and a clearly defined communication strategy Investments in airports with JCDecaux (base 100) Geographic presence in airports with JCDecaux (2001 to 2010) 2001 20052010