Samsung Runs DOOH SSD Campaign Across Times Square, Piccadilly, Hong Kong
2026-10-27 · via invidis
Samsung Electronics has run a multi-city out-of-home advertising campaign for its SSD storage products on some of the most prominent digital screens in the world, including Times Square in New York, the Piccadilly Lights in London and the Entertainment Building in Hong Kong's Central District. The category is notable: storage media rarely shows up on marquee DOOH sites, which are typically dominated by fashion, tech devices, entertainment and automotive brands.
The campaign, titled "Choose the sure thing," ran in Hong Kong from 19 August to 16 September and in London from 31 August to 24 September. It remains live in Times Square through 31 October, according to the announcement. Samsung says the creative concept centers on the idea that anyone storing valuable data should not compromise on the storage medium they choose.
Tommy Kwon, Vice President of the Memory Brand Product Biz Team at Samsung Electronics, is quoted saying: "In an era where data is more critical than ever, losing it means losing everything."
Why it matters for screen operators
For people who sell or manage premium DOOH inventory, this is a useful data point on where ad budgets are moving. B2B and component-level brands like SSD manufacturers have historically stuck to trade press and online channels rather than paying for iconic street-level screens. A global brand like Samsung putting a commodity-adjacent product category into Times Square and Piccadilly signals that the biggest DOOH networks continue to attract spend from categories beyond their traditional base, which is good news for operators of those premium sites looking to diversify their client rosters.
The campaign also runs in parallel across Samsung's own website, its social media channels, and a YouTube video documenting the global DOOH push, suggesting the physical screens are being used partly as a content asset for owned and earned media rather than purely for local footfall impact.
What's missing
The announcement does not disclose media spend, the production partners or ad-tech vendors used to book and schedule the placements, the exact screen specifications or network operators involved at each site, or any performance metrics such as reach, dwell time or sales lift. There is also no detail on whether the creative was dynamic or programmatic, or simply static spot buys on existing premium inventory. For an industry publication audience, those details, rather than the marketing copy, would determine how replicable this kind of campaign is for other B2B hardware brands considering similar moves into flagship DOOH locations.
The announcement in full
Reproduced from invidis for reference. Digital Signage Magazine did not write the text below.
Storage media are rarely featured on large DooH advertising screens. Nevertheless, Samsung is running a major brand campaign for its SSDs in New York, London and Hong Kong.
Samsung Electronics is running an Out-of-Home campaign in New York, London and Hong Kong to promote its SSDs. The advertisements can be seen in Times Square, on the Piccadilly Lights and at the Entertainment Building in Hong Kong’s Central District.
Titled “Choose the sure thing,” the campaign’s guiding principle is that anyone storing valuable data should not compromise on the storage medium.
The campaign kicked off in Hong Kong on 19 August and ran until 16 September. In London, it ran from 31 August to 24 September. It can still be seen in Times Square until 31 October. According to Samsung, its aim with this campaign is to position itself as a premium brand in the SSD market.
“In an era where data is more critical than ever, losing it means losing everything,” says Tommy Kwon, Vice President of the Memory Brand Product Biz Team at Samsung Electronics.
Samsung is simultaneously running the campaign on its own website and social media channels. The manufacturer also released a Youtube video about the global Digital-out-of-Home campaign.
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