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Samsung's latest music handsets, the i450 and F210, are prominently featured on the glass sliding doors of Cape Town International Airport's domestic departure terminals three and four.

"This exciting media space, owned by Wideopen Platform, created havoc with the automated opening and closing mechanism of the doors over the festive season, as potential consumers were locked into the respective adverts and therefore stopped to focus on the vibrant creative," says Caryn Cohen, the CEO of Wideopen Platform.

The initial launch of the campaign, during the peak holiday period, was the perfect timing to launch these products to holiday makers making their way via air from Johannesburg to Cape Town. "Samsung already attracts a wide range of music phone users. With an in-your-face advert this size, more customers are bound to knock on its door," Cohen adds.

The multi-media campaign was backed up by billboards, strategically positioned near the V & A Waterfront. "After landing at your holiday destination the first thing you usually want to do is go and look at or swim in the sea! The billboards were therefore the perfect reinforcement of the consumer's initial contact with the brand at the airport," adds Cohen.

The V & A was also the ideal location for Samsung's Summer Sessions event, which saw the likes of Louise Carver and Arno Carstens keep the crowd entertained while both handsets were being promoted on site.

"Boasting stylish music players, these handsets allow the consumer to enjoy dedicated music features and advanced mobile phone functions without any compromise. I can't see any reason why sales won't be boosted," Cohen concludes.