Samsung Instinct
Campaign: Samsung Instinct product launch
Date: August 2008
Objective: With a late summer release of the Samsung “Instinct” touch screen smart phone, Samsung’s objectives were to launch the handset product in key markets in direct competition to the Apple iPhone.
- The goals were to increase product awareness and break through the “clutter” within the media environment for the new “Instinct” touch screen smart phone
- Target key geographic areas and increase audience frequency
- Take advantage of the creative capabilities of digital OOH media to demonstrate the features and user experience of the new handset
Target Audience:
Demo: Female 30% / Male 70% > 25 to 34 years old
Psychographic: Youthful and social individuals aware of the latest technologies. As a consumer he (she) is knowledgeable of tech trends, quality, features and competitive products.
Execution:
Utilizing the unique capabilities of ADCENTRICITY’s platform, a 30 mile radius was defined around multiple key cities across the country concentrating on hospitality environments (resto/bars, nightclubs etc.). With a focused consumer profile defined, the qualified and relevant venues / screens were selected with additional consideration of the campaign objectives and ad message. With a specific release date of the Instinct the start date was assigned pre-release and ran 28 days in-line with the complete marketing mix.
650 Digital OOH qualified screens were included in the plan in the following venue types:
Entertainment - Sporting / Events Center Hospitality - Night Club General Hospitality - Restaurant Bar
Results:
- The initiative ran as scheduled and delivered 139% of media play against plan.
- 837,691 - 0:15 second ad spots served
- 1,111,060 Audience Impressions
- Samsung achieved a high level (18%) of Top of Mind (TOM) for this campaign, 29% increase VYA
- Total unaided brand awarenes was 73%, an incredible 49% increase over the previous year
- Total Brand Awareness level was sustained at the high 90’s
- A significant gain was registered for Samsung in the “Purchase consideration test”. 41% would consider the purchase of a Samsung phone. More importantly, 47% of Ad Aware would consider buying a Samsung cell phone, a strong indication of campaign effectiveness.
"We have some pretty tough competitors out there. We want to make our products top of mind, Grassroots tactics are a bit more influential [than mass], and let us better connect with consumers." - Samsung, Sept. 2008
*This campaign initiative was featured in Strategy Magazine
