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An overview of WCIC

What is WCIC?

The ‘World Creative Imaging Competition’ is a campaign that will be

announced on 2nd March 2010 (TBD). This competition is designed to
position the Samsung NX10 camera as a creative tool for the audience
segment that can be referred to internally as the ‘Creative Class’. The
creative class is a group of people who relate to the idea that creativity is
a fundamental part of their life including those from artistic careers such
as artists, designers and architects. Our goal is to let the creative class
inspire the NX10’s target audience, which will encourage them to buy the
product.

In order to position the NX10 in this way the campaign links to the
creative class by engaging with students from world-class art schools,
encouraging them to use the NX10 camera to create high-quality
photographs and HD-quality moving images. This will be achieved through
the competition mechanic.

The competition process

The international competition will be promoted in the six Samsung Digital

Imaging Company top-tier countries: the UK, France, Germany, USA,
Korea and China.

In each country a leading creative arts further education establishment

will be the focus of a competition which will feed into a global competition
themed around the ‘Creative Moment’.

The education establishments participating include:

• USA – School of Visual Arts

• UK – St. Martins College of Art and Design
• France – Ecole Estiennes
• Germany – Design Academy Berlin
• China - Central Academy of Fine Arts
Tsinghua Univ.
Capital Normal Univ.
Beijing Institute of Tech.
Beijing Foreign Univ.
Chinese Comm. Univ.
Univ. of Int’l Business and Economics
Tianjin Normal Univ.
• Korea – Hongik University, Chungang University and Seoul Institute
of Arts

The competition will take place in three stages:

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Stage 1 - March 2nd • 20 students from each country (120 in total) will
– 29th be selected, and an opening ceremony will be
held on March 2nd or 3rd (date is dependent on
local schedule; e.g. France is confirmed to be
February 15th)
• NX10 cameras (with 3 lenses) will be provided to
the students
• Students will submit three images which
represent a ‘creative moment’ and a video clip
describing him/herself

Stage 2 – March • An online gallery opens in the form of a microsite

29th – April 14th and the global voting process begins
• Voting will be made between two pictures at a
time - out of a total of 360 (120 x 3) – which will
be picked at random for ten consecutive stages
• Voters will be asked to choose which picture
most effectively expresses the notion of a
‘creative moment’
• Online voting will take place from March 29th to
April 11th
• The final 10 students will be announced on April
14th (these will be those with the highest number
of fans/votes)

Stage 3 – End of • 10 finalists will be invited on a trip to China for

April or Early May their final offline exhibition
(date TBC) • Professors of the finalists will also be invited to
join the final

2. Campaign phasing

The media campaign to promote awareness around the competition is in

three phases:

PHASE 1

March 2nd, 2010: Announce the competition

- Via a press release, along with the ideals and brand messaging behind it.
Targeted predominantly lifestyle publications. Please note that you are
advised to only target/invite 10 different titles for the opening ceremony.

PHASE 2

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March 29th, 2010: Announce the opening of the public voting
process
Taking place online to engage the public in the process of creativity and
the young artists that make up the new chapter of global creative talent.
The public voting will determine the ten finalists.

PHASE 3

April 14th, 2010 – end April/early March: Announcing the final 10

and the offline exhibition
Engage media through an exclusive story focussing on the creative
benefits of using the NX10. Stories should be placed with a high-quality
national broadsheet supplement which has an emphasis on creative
lifestyle or high-end consumer lifestyle title. A media alert with the
winning image(s) will announce the final ten to the wider media and
include details of the exhibition in the Dashanzi Art District 798 (TBD) in
Beijing. The China PR team will lead the local development of the event.

3. Press materials

The following press releases should be used to accompany phase 1 of the

media campaign. The first is designed for markets that the competition is
open to and should be tailored with the relevant details for individual
markets by the local PR team. The second can be used in all other
markets.

Additional materials supporting the subsequent phases of the campaign

will be provided in conjunction with the timings of activities.

For 6 markets

Embargoed Until March 2, 19:00 p.m. EST (March 3, 09:00 a.m. KST)

Samsung Launches International Photography Competition to Capture

Students’ Visionary Moments

Local students get the chance to enter the ‘World Creative Imaging Competition’
using the new Samsung NX10

<Local market to insert details> - March 2, 2010 - Samsung Digital Imaging Co., Ltd has

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launched the ‘World Creative Imaging Competition’ (WCIC) for students with creative talents from
world-class art schools across the globe to capture their most visionary photographic moments using
the new Samsung NX10 digital camera. The Samsung NX10 is the next generation in digital cameras,
built for supporting creative talent through advanced features, which allow students to not only capture
the perfect photograph but express their creative side in impressive detail.

Samsung has teamed up with XX and XX <Local market to insert school/college name(s)> for this
unprecedented competition. Students from this college/these colleges and around the world will be
encouraged to unleash their creativity using the innovative Samsung NX10, and create three
imaginative images which express a ‘creative moment’.

The competition provides a unique opportunity for aspiring and talented young people to showcase
their creative photography skills through the functions and capabilities of the new NX10. The NX10,
launched in January this year, marks the beginning of a new category and the evolution of cameras. It
fulfills the current needs of photographers worldwide and aids the development of their creative focus.
The NX10 ensures that high-quality imagery is no longer restricted to the elite consumer and
guarantees value and creative freedom through its innovative concept.

Samsung has partnered with art schools across six countries globally to launch the WCIC with their
most creative students, which will include aspiring artists, designers and architects. The six art
schools are the leading further education establishments in their field and will be the focus of the
competition. The locations of the schools range from The School of Visual Arts in the United States to
The Tsinghua University in China. Initially, 20 students from each country will be selected and
provided with an NX10 camera to submit images representing their ‘creative moments’ to an online
gallery. A worldwide audience will then be encouraged to vote for their favorite submissions,
culminating in ten finalists being invited to exhibit their images at the Dashanzi Art District 798 (TBD)
in Beijing. The finalists will be announced on April 14.

The NX10’s range of creative features and best-in-quality images allows the artists of tomorrow to
truly unleash their creative side. Despite having a sensor size equivalent to that of a DSLR, the NX10
boasts a compact, sleek and lightweight design which means it can be carried around easily all day.
Furthermore, to guarantee those great images are captured, the NX10 boasts the fastest autofocus
(AF) in its class on the market, meaning you never miss a creative moment, even in the flash of a
second. The NX10’s advanced technology means it does the capturing so students can do the
creating, providing an enjoyable photography experience every time. The new camera range also
ensures that external conditions and bright sunlight no longer affect the quality of images, as the
NX10’s large 3” AMOLED screen provides clear visibility even outdoors.

“Students are the creators and innovators of tomorrow and their skills need to be recognised,
encouraged and nurtured across the world,” explained Mr. S J Park, CEO of Samsung Digital Imaging

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Company. “Samsung is committed to supporting the next generation of creative talent and promoting
culture and education through our new WCIC competition. The NX10 camera will allow entrants to
further explore their creativity and develop their own story through its capabilities.”

Mr. S J Park added: “The evolution of our cameras creates a new paradigm in digital imaging.
The NX10 doesn’t just capture images, it is a tool for creating stories, from its unique feature set and
portability through to its ability to record movies and take professional-quality pictures. We were
inspired to create a product that would change the way people think and feel about cameras and how
they integrate camera technology into their everyday lives. The NX10 is here to pioneer a new
category of digital cameras.”

For more details on the World Creative Imaging Competition (WCIC), please visit
www.cr8yourworld.com.

All other markets

Embargoed Until March 2, 19:00 p.m. EST (March 3, 09:00 a.m. KST)

Samsung Launches International Photography Competition to Capture

Students’ Visionary Moments

Local students get the chance to enter the ‘World Creative Imaging Competition’
using the new Samsung NX10

SEOUL, Korea – March 2, 2010 – Samsung Digital Imaging Co., Ltd has launched the ‘World
Creative Imaging Competition’ (WCIC) for students with creative talents from world-class art schools
across the globe, to capture their most visionary photographic moments using the new Samsung
NX10 digital camera. The Samsung NX10 is the next generation in digital cameras, built for
supporting creative talent through advanced features, which allow students to not only capture the
perfect photograph but express their creative side in impressive detail.

Samsung has teamed up with six art colleges and schools of excellence from across the globe for
this unprecedented competition. Students from around the world will be encouraged to unleash their
creativity using the innovative Samsung NX10, and create three imaginative images which express a
‘creative moment’.

The competition provides a unique opportunity for aspiring and talented young people to
showcase their photography skills through the functions and capabilities of the new NX10. The NX10,
launched in January this year, marks the beginning of a new category and the evolution of DSLR
cameras. It fulfills the current needs of photographers worldwide and aids the development of their

5
STRICTLY INTERNAL USE ONLY.
creative focus. The NX10 ensures that high-quality imagery is no longer restricted to the elite
consumer and guarantees value and creative freedom through its innovative concept.

Samsung has partnered with art schools across six countries globally to launch the WCIC with
their most creative students, which will include aspiring artists, designers and architects. The six art
schools are the leading further education establishments in their field and will be the focus of the
competition. The locations of the schools range from the School of Visual Arts in the United States to
the Tsinghua University in China. Initially, 20 students from each country will be selected and provided
with an NX10 camera to submit images representing their ‘creative moments’ to an online gallery. A
worldwide audience will then be encouraged to vote for their favorite submissions, culminating in ten
finalists being invited to exhibit their images at the Dashanzi Art District 798 (TBD) in Beijing. The
finalists will be announced on April 14.

The NX10’s range of creative features and best-in-quality images allows the artists of tomorrow to
truly unleash their creative side. Despite having a sensor size equivalent to that of a DSLR, the NX10
boasts a compact, sleek and lightweight design which means it can be carried around easily all day.
Furthermore, to guarantee those great images are captured, the NX10 boasts the fastest autofocus
(AF) in its class on the market, meaning you never miss a creative moment, even in the flash of a
second. The NX10’s advanced technology means it does the capturing so students can do the
creating, providing an enjoyable photography experience every time. The new camera range also
ensures that external conditions and bright sunlight no longer affect the quality of images, as the
NX10’s large 3” AMOLED screen provides clear visibility even outdoors.

“Students are the creators and innovators of tomorrow and their skills need to be recognized,
encouraged and nurtured across the world,” explained Mr. S J Park, CEO of Samsung Digital Imaging
Company. “Samsung is committed to supporting the next generation of creative talent and promoting
culture and education through our new WCIC competition. The NX10 camera will allow entrants to
further explore their creativity and develop their own story through its capabilities.”

Mr. S J Park added: “The evolution of our cameras creates a new paradigm in digital imaging.
The NX10 doesn’t just capture images, it is a tool for creating stories, from its unique feature set and
portability through to its ability to record movies and take professional-quality pictures. We were
inspired to create a product that would change the way people think and feel about cameras and how
they integrate camera technology into their everyday lives. The NX10 is here to pioneer a new
category of digital cameras.”

For more details on the World Creative Imaging Competition (WCIC), please visit
www.cr8yourworld.com.

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STRICTLY INTERNAL USE ONLY.
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