SAMSUNG GALAXY S6 Local Digital Idea

SAMSUNG GALAXY S6 Local Digital Idea

WHAT WE HAVE LEARNT FROM SAMSUNG GALAXY S5

• Samsung innovations are the core from the competitors. But audience is simply not awared of them! • From the first glance, audience typically perceive most of the Samsung innovations as useless and not motivating to buy, but… • As soon as WE educate consumer, provide him with some experience, and deliver exact RATIONAL benefit for each innovation, they become reason to buy

• Samsung is clear leader in terms of sales • While Apple is still

leader within consumer minds • But Apple is loosing it’s “momentum”

Our objective to change Apple in terms of Top Of Mind

Samsung is the most innovative brand

Even iPhone loyals are unhappy with Apple loosing innovations edge

Let change consumer’s mind with Samsung Innovation

WHAT WOULD INNOVATION WE HAVE ON SAMSUNG GALAXY S6

FASTER CHARGER

Special Feature – Retina Scaner

A BETTER BODY

4K Display

BIG IDEA OUT OF THE BOX, THE NEXT GALAXY YOU LOVE – SAMSUNG GALAXY S6

After the campaign, 1mil Vietnamese people have experienced and confirmed Samsung Galaxy S6 – the next Samsung Galaxy they love

DIGITAL ACTIVATION TACTICS

DIGITAL PLAN

Teaser

Engagement

Sustain

Before Global Launch

Ready for Local

After Local Launch

TEASER – DIGITAL ROAD MAP

The first-time ever, the big Offline Live-Stream for all the big Cities to gather all the big fans from the most 20 active Forums to create a big Buzz on the Market

Release leaked info about the next innovation from Samsung: Feature Design Powerful features

Prepare for Local launch

Before & After Global Launch

Live-Stream Offline for HN, HCM, Can Tho, Da Nang

Online Forums

Online News

Facebook Channel

Hot-Fanpages

Release leaked info about the next innovation from Samsung: Feature Design Powerful features

Samsung Product – FB Group

Join and share the articles from Forums/Hot-fanpages to other Members

Cooperate with as much as possible Online Forums/News/Fanpges/Groups to create the curiosity & desired about Samsung Galaxy S6

ENGAGEMENT – DIGITAL ROAD MAP

Ready for Local Launch

Sustain

Online Forums (top 20 forums)

Product Review & Hand-on

Lifestyle / Product Usability Content

Do Live – Streaming the Local Launch Event on top 5 forums

Kick-off 1st Product Sale on top 5 forums

Engage with “SAMSUNG GALAXY S6 – THE NEXT GALAXY YOU LOVE!” – Testimonial Online Activity

Always-on MEDIA SUPPORT / OWN CHANNEL SUPPORT: MASSIVELY AWARENESS: Online Banner (Popular News in VN/ Facebook Channel / GDN…) , SEM , and EDM Samsung Mobile Vietnam Facebook Channel, Samsung Mobilet Vietnam YouTube

Before Local Launch

Local Launch

After Launch

SUSTAIN – DIGITAL ROAD MAP

Sustain

Online Forums (top 20 forums)

Lifestyle / Product Usability in multiple formats: Video Interactive Info-graphic “Experts” Box on top 5 forums for specific “Samsung Galaxy S6”

Engage with “SAMSUNG GALAXY S6 – THE NEXT GALAXY YOU LOVE!” – Testimonial Online Activity

Multiple Activation at store on big Cities to drive for Sales

Always-on MEDIA SUPPORT / OWN CHANNEL SUPPORT: MASSIVELY AWARENESS: Online Banner (Popular News in VN/ Facebook Channel / GDN…) , SEM , and EDM Samsung Mobile Vietnam Facebook Channel, Samsung Mobilet Vietnam YouTube

ENGAGEMENT DIGITAL ACTIVTY SAMSUNG GALAXY S6 – THE NEXT GALAXY YOU

LOVE! Idea: Convince consumer via direct experiences on Samsung Galaxy S6 and confirming on it.

Digital is the opportunity to convince and convert our target audience

to the Samsung Galaxy s6 and get advocacy out of them!

CONSUMER PURCHASE BEHAVIOR

Pre-store

At Store

Convert

Advocate

THE USER JOURNEY

SAMSUNG GALAXY S6 – THE NEXT GALAXY YOU LOVE // AS ENDORSED BY AUDITORS & TECH FORUMS

AWARENESS CHANNELS

MICROSITE ‘The Next Galaxy You Love’ PAGE

VOTE TO SHOW SUPPORT (voters are given chance to win special sales offer)

SIX THOUSAND VIETNAMESE PEOPLE AGREE

HOW TO EMPLIFY THE TESTIMONIAL TO SOCIAL

Have you tried!

Push every 6 minutes for the new Testimonial faces on the Digital Billboard

Push 3 times per days for any Online Banner the new updating for Testimonial Faces

GDN Online Banner on Popular New Sites

HOW TO REMARKETING TO WHO INTERACTIVE WITH US FROM 1st PHASE

CRITERIA

REMARKETING APPROACH

Search ‘Samsung Galaxy S6’

remarket with in-store coupon offer

Intent to purchase online, but dropped out (abandon cart)

remarket with coupon offer

remarket to build awareness and top of mind of our new product

Our target audience profile

Participated in our Online Campaign

remarket to say Thank You for them making the 1 million celeberation mark

Negative sentiments about our product

remarket as part of reputation management - push positive content via text ads / visual ads

Using competitor smart-phone

remarket to convince them to make the switch

KPI & BUDGET

Teaser

Engagement

Sustain

* This KPI is organic without Media support

THANK YOU