Snapshot of Samsung UHD TV campaign 2014 in Vietnam

1. SAMSUNG COMMUNICATION
REVIEW
Nguyen Ha Dan
APRIL 2015 1

2. AGENDA
TV UHD 2014
I. Market overview
II.Communication review
III.Evaluation
IV.Summary and Recommendation
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3. MARKET OVERVIEW
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4. MARKET OVERVIEW
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
The brand TV people use in their
living room
Source: Businesskorea, 2014
4

5. 33%
28%
31%
6%
2%
Smart TV share by brand 2014 in
Vietnam
Samsung
Sony
LG
Panasonic
Sharp
Samsung, LG, Sony maintain their
dominance in Vietnam market.
MARKET OVERVIEW
5
Source: Businesskorea, 2014

6. Brand Benchmarking
Criteria Samsung LG
Brand positioning Imagine Life's Good
Model UHD curved (50, 55, 65, 78, 105 inches) OLED curved (49, 55, 65, 79, 84 inches)
Price > 80 million VND > 200 million VND
Distribution Samsung showroom, electric supermarket LG showroom, electric supermarket
Key Features
- Ultra HD 4K (3840 x 2160 pixel).
- 4K 3D
- UHD Upscalling.
- Quad Core Plus.
- Wifi Connection.
- Self - lighting pixel.
- Ultra HD 4K (3840 x 2160 pixel)
- 4 colour Pixel.
- Sound designed by Karman/Hardon
- Web OS
- 4K 3D +
Key Communication message
- First world's curved TV
- The power of curve
-Picture perfect, feel the difference.
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7. Brand Benchmarking
TV Segmentation
Segments Samsung LG
Type Curved
Flat
Series 6 Series (4 - 9)
Resolution SUHD
UDH
FULL HD
HD Ready
Technology LED LED
PLASMA PLASMA
SMART
OLED (curved)
ULTRA HD 4K
3D
Feature Type Future Ready
Smart
Full HD 3D
Smart Interaction
Smart Remote
Screen Size 17 sizes (19 - 88) 10 sizes (32 - 105) 7

8. COMMUNICATION REVIEW
8

9. SAMSUNG
TVC
Event
Digital
PR
Key message :
The first curved-screen
TV in the world
POSM
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10. TVC
Agency: Bates CHI
Length: 1 minute
Cut verson: 30
seconds
Tagline: “Đắm chìm vào mọi cảnh phim với Tivi Samsung UHD màng hình cong đầu tiên trên thế giới”
“Immerse yourself in every scene with Samsung TV UHD first curved screens in the world”
Độ phân giải UHD 4K
UHD 4K resolution
Công nghệ tăng độ sâu ảnh tự động
Technology automatically increases the depth image
SAMSUNG
10

11. WHAT WE’LL COVER
Ha Noi Da Nang Ho Chi Minh
Event
SAMSUNG
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12. Event
Da Nang
The launching ceremony
When: 18/04/2014
Where: Da Nang
The ceremony opened with performances of dance art inspired by Roman arena through sound
effects, light, electricity curved image. TVs Curved 4K UHD that registered.
Representative label Vietnam Samsung officially introduced the highlights of a TV UHD.
Combined with the film crew "Hương Ga“.
SAMSUNG
Image: Samsung vina
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13. Event
Ho Chi
Minh
Experience 90 seconds immediately receiving TV samsung UHD
When: 30/04/2014
Where: Crescent mall
Challenge: Game “Đắm chìm thị giác, tuyệt tác trao tay” (Immerse visual, take masterpiece).
Looking at the screen in 90 seconds with the impact of external factors.
Prize: 8G USB and 1 curved screen TVs Samsung UHD 55HU9000 worth $ 84,900,000.
SAMSUNG
Image: Samsung vina
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14. Event
Ho Chi
Minh
Experience curved screen TV Samsung UHD with experts
When: 10/05/2014
Where: WE Tearoom
Who attended the experience just share your photos which took with Samsung TV UHD curve
on your facebook, to tag mode public include @SamsungVietnam. On 05/16/2014, the
photograph on 20 turn likes will be selected at random, to be awarded the prizes.
SAMSUNG
Image: Samsung vina
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15. Event
Ho Chi
Minh
In the World "virtual reality" TV worth receiving 84,900,000d
When: 06/11-09/11/2014
Where: Crescent Mall
Space Experience "masterpiece curved screen, raising the living space" to bring the feeling of
luxury, modern.
Use the phone, taking a little game, you have a chance to get TV Samsung UHD.
SAMSUNG
Image: Samsung vina
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16. Event
Ha Noi
Experience Curved TV UHD - The first curve screen TV
When: 03-06/10 + 11/10 -19/10
Where: Royal City + Savico Center
Royal City (from 03 - 06/10) 14.310 people have visited and nearly 8,000 people directly
experience the Curved UHD TV.
Visitor can win attractive prizes donated from the organizing committee.
SAMSUNG
Image: Samsung vina
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17. Event
Ha Noi
Experience curved screen TV Samsung UHD with experts
When: 17/05/2014
Where: Rooftop café, Hoan Kiem Dist, Ha Noi
Visitors has been directly involved in interactive games, to experience TV Samsung UHD
SAMSUNG
Image: Samsung vina
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18. Event
Ha Noi
Experience 90 seconds immediately receiving TV samsung UHD
When: 18/05-21/05 + 02/09/2014
Where: Royal City + The Garden
Challenge: Game “Đắm chìm thị giác, tuyệt tác trao tay” (Immerse visual, take masterpiece)
Looking at the screen in 90 seconds with the impact of external factors
Prize: 8G USB and 1 curved screen TVs Samsung UHD 55HU9000 worth $ 84,900,000
SAMSUNG
Image: Samsung vina
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19. POSM
Source: Samsung.com.vn
SAMSUNG
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20. PR
Source: https://www.tinhte.vn/threads/tren-tay-tv-man-hinh-
cong-uhd-4k-samsung-uhd-9000-65.2300211/
KOL: cuhiep (Admin of tinhte.vn)
writes a product review
Replies: 164 Views: 36,025
SAMSUNG
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21. PR
Source:
The top online
newspaper Vietnam have
write about Samsung
UHD TV:
tinhte.vn, vnexpress.net,
dantri.com.vn, zing.vn,
vietnamnet.vn, etc.
SAMSUNG
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22. Digital
Microsite
http://curveduhdtv.ci.com.vn/
Photo Contest: “Tuyệt phẩm màn hình cong, nâng tầm không gian sống“
“Masterpiece curved screen, elevate the living space”
SAMSUNG
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23. Digital
Microsite
HOW 1:
Using Curved UHD applications on
mobile phones, with two versions on
Android and IOS
+ Download the app for your phone
Curved UHD individuals, scanned
images a TV (TV) Samsung Curved
UHD on brochures or websites of the
program, select the location where
you want to place the TV, take
pictures of your last corner a
television (TV). Samsung Curved UHD
you wish to take.
+ Perform upload pictures contest in
Curved UHD applications.
+ Call to vote for your entry form at
the website
www.samsung.com/vn/curveduhdtv
How to join
HOW 2:
Join experiences in the event of SAMSUNG
+ Join Samsung Curved UHD TV experience at the event organized SAMSUNG, photography and
provide personal phone number.
+ Organizing Committee will post pictures of the contest with information phone number and
provide login code for the contest.
Entrants + login using the code provided by the organizing committee to log into the site and
register for updates contest.
SAMSUNG
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24. Digital
Social
Media
https://www.facebook.com/SamsungVietnam
4 status is
related to
UHD TV
Change the
cover twice
related UHD
TV
SAMSUNG
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25. EVALUATION
Evaluation base on ABCC model
• Change
• Campaign-able
• Attention grabbing
• Brand fit
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26. EVALUATION
ABCC A B C C
LG
SAMSUNG
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27. SUMMARY AND RECOMMENDATION
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28. SUMMARY
Samsung LG
Key message
- First world's curved TV.
- The power of curve.
- Picture perfect, feel the difference.
TVC
2 versions (1 min and 30 sec),
focuses on the great feeling of the first world's curved UHD TV.
1 version (2 mins),
focuses on the unique functional of curved OLED TV -> less
emotional.
Print Ads Very align with key communication message. Very align with key communication message.
Event
The most concentrated activation of campaign
-> focuses on the interaction with customers to catch the
attention.
Just stop at press conference and very a few activities with celebs
-> not LG's concentration.
Digital
Have the Microsite with the photo contest,
however it is low effective due to have low administration.
Fanpage: 430,769 followers, twice a day posts, high level of
interaction.
Do not have the Microsite for OLED TV.
Fanpage: 378, 281 followers, twice a day posts
High level of interaction.
PR Very strong at PR, mainly are earned Media. Very strong at PR, mainly are earned Media.
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29. RECOMMENDATION
Digital should be paid more attention, especially
Microsite and Fan-page in order to raise the level of
brand fit and brand awareness.
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30. SAMSUNG THANK YOU
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