Creative ideas for Samsung digital campaign(ENG)

Transcript

1. Communication campaign Samsung XXX Ekaterina Teniaeva
2. ! Where else life can be more intense and unpredictable, than in Big Cities? Each day is a small challenge – you can stuck in traffic jam for hours, get showered by cleaning car or meet a movie star and get lost for weeks! Manifesto
3. Samsung XXX 360’ campaign School of Big City survival Big Idea That is why we create: with reliable life mate
4. What’s the core? What’s the result? We propose support for people who are going to have much more unpredictable accidents: people, who move to a Big City - place much abstruse and severe, than their affable native towns and villages. People know, that Samsung XXX, waterproof, with long-life battery, is reliable mate, with which they can survive any unpredictable accident. Idea
5. Big City survival vloger’s contest on Youtube and Promosite 1 part: Coverage Activation mechanics Contest of user’s hints and advices in Social Media 2 part: Engagement Big City survival user’s experience exchange Best Big City story competition in Social Media TV, OOH, Magazine campaign 1 month 4 month and more 1 part: Awareness Announcement of Big City survival school in Social Media 2 weeks Augmented reality
6. 1 Samsung XXX 360’ campaign Part 1 Awareness
7. Augmented reality sites are placed in small cities on the streets, where everyone can see himself (or herself) in different places (changing background) in company of suitable (changing) companion. All the stories are about Big City. Life mate worthwile, waterproof, durable Welcome to the School of Big City Survival with reliable Part 1. Augmented reality
8. In social media groups, dedicated to education, career, marriage, we announce problems faced by people who move to place, much bigger, then their birthplace. Part 1. Social Media: Announcement of Big City survival school
9. 1 Samsung XXX 360’ campaign Part 2 Coverage
10. 12 914 followers, Balakovo Ania Fanta 21 262 followers, Belokuriha 69 885 followers, Kashira Yulianka1981 Ivan Part 2. Youtube: Big City survival We encourage vlogers to move from small towns and villages to Big Cities like Moscow, Novosibirsk, St Petersburg and make videos about their big victories and small fails, they can easily survive with Samsung XXX. Novosibirsk Moscow Saint Petersburg
11. 1 2 3 4 5 Visit the most luxurious club in the city Find a job Get invite to homeparty Find a place to stay Part 2. Promosite: Big City survival contest vloger’s contest Gather a volunteering movement We hold competition between vlogers. All participants get missions they have to do as soon as possible. They get scores for quantity and quality for missions completion. The one, who gets the best scores wins Smart – the best car for a Big City.
12. Part 2. Social media: contest of user’s hints and advices ! Followers can give advice for their contender: «Ivan, when you look for job n Saint Petersburg, you will be confronted with reading an address. The word «archway» is used almost everywhere. But in Saint Petersburg arch is not a gateway. There are plenty of old buildings and near the address you can find a sign «under the second archway». You will never hear «in the gateway» or «in the second yard», only «under the archway» ! ! ! ! ! ! ! ! Most likable in SM adviser (for each vloger) is awarded with discount coupon for Samsung XXX:
13. 1 Samsung XXX 360’ campaign Part 3 Engagement
14. Part 3. Promosite: Big City experience exchange Promosite now is a platform for communication between people who are planning to move to Big City and already settle down. Those, who are planning, can ask for advice. Those, who already moved, can share their experience and look for people from their hometown. ! There are articles from opinion leaders on how to survive in big city and how a good mate like Samsung XXX can help to overcome everyday accidents. Socializing. Local peculiarities. How to move? Where to stay? What to take? Fears and hopes. Stories. Parcels to/from hometown.
15. From SM groups, dedicated to carrier and family, we give a link to a competition on Samsung Mobile group. The competition is about the best story of unusual, funny or unpredictable accident in a Big City. Each month there is a winner. He /she wins discount coupon for Samsung XXX, which can help survive them all. Part 3. Social Media: Best Big City Story competition
16. We see Samsung XXX someone’s hand. The background behind phone and desktop image of the phone are changing. All changes are about life in Big City. Each desktop image is a reference to the apparel, suitable for what is going on behind. TV Life mate reliable worthwile, waterproof, durable
17. Key visual (OOH, magazines) Life mate reliable worthwile waterproof durable
18. Vlogers Big City survival contest Augmented reality Promo site «School of Big City survival» Communication channels Big City survival user’s experience exchange Youtube Vlogers Big City survival videos Big City survival lessons from opinion leaders Social Media Best story competition TV OHH, magazines Sharing of advice for vlogers Retail Samsung XXX purchase
19. Thank you for attention The end