LONDON, October 26 /PRNewswire/ -- Samsung Electronics Co., Ltd. and Current Media have partnered to support the global launch of Samsung Mobile's innovative environmentally friendly touch phone Blue Earth. Leveraging Current Media's successful Viewer Created Advertising Messages (VCAM) platform, the Blue Earth campaign will invite consumers in the United Kingdom and Italy to produce Samsung Mobile's next television commercial.

Developing a VCAM for international distribution is a first for both companies and taps into growing trend of global marketers to engage consumer segments in multiple countries with consistent messages via interactive campaign platforms. With Samsung Mobile, the Current Media partnership hopes to harness globally minded creative communities to develop authentic messaging about Blue Earth that would appeal to eco-friendly consumers across the world.

We expect to generate excitement on Samsung Blue Earth, the innovative eco-friendly mobile phone from this campaign. It is even more important to engage younger consumers for this specific mobile Blue Earth, because the phone can help consumers to protect the environment from smart purchasing, said Younghee Lee, Vice President of Global Marketing at Samsung Electronics. She added, Samsung recognizes our consumer's needs for eco-friendly mobile phone and I believe that Blue Earth is the most attractive mobile phone for today's environmentally conscious consumers. Samsung Mobile will continue to offer WOW experience to our valuable consumers by fulfilling their unmet needs.

Blue Earth provides high-end features expected by modern mobile users while leveraging an ecological sound manufacturing and charging process. Complete with a full-touch screen and built on latest multimedia features such as a 3.2 megapixel camera, a music player and more, Samsung Blue Earth still keeps its beautiful round design with stunning blue color. Samsung Blue Earth minimizes carbon footprints by using recycled plastic, and offering a 5-star energy efficient charger and additional solar powered charging panel on the backside of the phone. Samsung expects users to reduce their carbon consumption significantly just choosing Samsung Blue Earth as their daily mobile.

We applaud Samsung Mobile's innovation in leverage VCAM to promote Blue Earth, said Ken Ripley, EVP of Advertising Sales, Current Media We know highly engaged influential consumers will no doubt further Samsung's commitment to eco-friendly initiatives by sharing a genuine perspective for their innovative new product.

The Blue Earth VCAM campaign is open for submissions in the United Kingdom. For more information, please visit http://www.current.com/groups/samsungmobile.

For more information on Samsung, please visit http://www.samsungmobile.com

Note to Editors:

About Samsung Blue Earth

Samsung Blue Earth combines the latest multimedia features and stylish design harmoniously, while achieving lower energy consumption and incorporating eco-friendly materials. Blue Earth is made from Post Consumer Material (PCM), which is extracted from water bottles, helping to reduce fuel consumption and carbon emissions during the manufacturing process. The device, including the charger, is free from harmful substances such as Brominated Flame Retardants (BFR), Polyvinyl Chloride (PVC) and Phthalate.

Blue Earth comes with a unique user interface such as Eco mode, Eco Walk, Eco Calendar, and Eco Tips. The Eco Mode sets screen brightness, backlight duration and Bluetooth to an energy-efficient mode with just one click. The Eco Walk function allows users to count their steps with a built in pedometer and show the CO2 emission by walking instead of using a motor vehicle.

The packaging of Blue Earth is designed to be compact, made from easy-to-recycle paper, and printed in soy ink.

Blue Earth comes with a 5 star energy efficient charger which uses only 0.03W of power in standby mode. Furthermore, by charging with the solar panel located on the back of the phone, users can generate enough power to use the device anytime and anywhere. Solar energy is considered one of the most eco-friendly energy sources and it helps users reduce usage of energy from non-renewable sources.

About Samsung Electronics Co., Ltd.

Samsung Electronics Co., Ltd. Is a global leader in semiconductor, telecommunication, digital media and digital convergence technologies with 2008 consolidated sales of US $96 billion. Employing approximately 164,600 people in 179 offices across 61 countries, the company consists of two business units: Digital Media Communications and Device Solutions. Recognized as one of the fastest growing global brands, Samsung Electronics is a leading producer of digital TVs, memory chips, mobile phones and TFT-LCDs. For more information, please visit http://www.samsung.com

About Current Media

Current Media is an award-winning multiplatform company dedicated to the in-depth investigation and exploration of the world's most important, interesting, and entertaining stories. With a fully integrated broadcast and online platform, Current connects its audience with what's going on in their world through its unique blend of original productions and viewer created media.

Current is now viewed in the U.S., U.K., Italy and Ireland in more than 65 million households through distribution partners Comcast (Channel 107 nationwide), Time Warner (nationwide), DirecTV (channel 358 nationwide), Dish Network (channel 196 nationwide), Verizon, ATT, BSkyB (channel 183), Virgin Media (channel 155) and Sky Italia (channel 130).

SOURCE: Samsung Electronics Co. Ltd. and Current Media

CONTACT: PR contacts: Helen Robinson, hrobinson@currentmedia.com -+44(0)207-072-8424