Case @Neoma Business School : reinvent Samsung brand and apply this new identity to Galaxy S8's launch. Communication should clear recent history from Galaxy S7 accidents (burning in planes, etc.). Discover group's proposal in this presentation.

1. Change the rules
Promoting Samsung Galaxy S8
Camille BLAMBERT
Anna DE TULLIO
Antoine ORTIZ
Clémence PERRET
Loann VALLETTE
Théo VERDIER

2. 1.Redesign
Build up
a fresh restart
for Samsung’s
brand image

3. Objective
Re give a positive
image to Samsung
Smartphones to
make consumers
forget the recent
incidents.

4. Whatare the challenges present
and opportunities available?
→ Challenges:
- More and more quality is expected by the customers as some “small” brands such as Huawei are growing
fast and offering rather good quality smartphones for a lower price
- Reassure the customers on the fact that the Galaxy Note 7 episode was just an accident that will not be
reproduced
- Comfort Samsung’s leader place on the smartphones market
→ Opportunities:
- Growth of the tablet market
- Very strong demand for smartphones, more and more used as real alternatives to computers (+/- 90% of
phones sold in France are smartphones)

5. Reference market
Focus on a social
dimension in
order to promote
the “Siri like
assistant”
Samsung Galaxy S8 phone as a brand

6. The strongest Insights
Very connected Extended self Aspirational Efficient
I would like my phone to
help me gaining time.
I feel so destitute without
my smartphone.
I would be interested in a
coaching about how using
my phone.
My smartphone addiction
depends on the new
technologies the brand will
develop.
Aspirational
Efficient
Very connected
Self extended
Differentiated
strategy
Details about customers

7. How do we address
target ?

8. So close …
to your
smartphone
Raise emotion
So similar ...
to your
neighbor
Build a unique experience Whisper solutions
Complicate
... is your life
Approaches

9. Fits the customer as well as the Smartphone

10. Give Samsung a character and a story to tell

11. SO ON, WE HAVE

12. Tangible elements...
Graham Colors
VISUAL IDENTITY
Font Wave
MOTO
WHAT MATTERS IS INSIDE
VISUAL GUIDELINES
No hardware. Just use cases and emotion.
Logo

13. … to tell a story.
intangible elements
Graham joins Samsung’s technology to fulfill every customer’s
needs that may appear in daily life.
Graham and Samsung aim to become users’ most reliable tool, the
‘guy’ and the company you can count on.

14. Let’s apply this
to Galaxy S8

15. Graham, please
introduce yourself

17. What’s your message
Graham ?

20. OK. Now.
Let me shine !

21. 2.Communication plan
6 Months to
launch
Samsung’s
New mobile

22. STEP 1
The teasing
From December 2016 to February 14th 2017

23. Food to tease
WHAT ?
Tease the S8’s + Samsung’s new
brand launch. But hide both until
then. Raise awareness.
WHEN ?
Launch will be made on
February 14th 2017. 141 year
after Graham Bell invented the
telephone. Find a symbol.
Where ?
Worldwide launch
(campaign presented in next
slides only apply to France)
HOW ?
Cut middlemans and traditional
communication supports to
whisper the message directly to
the target. Touch directly.
WHY ?
Get back in the communication
game. Change the rules if you
don’t fit in.

24. No official comment or
Press action. Let people
figure it out.
Side-actions : Multichannel
diffusion : corporate website, FB
live, Periscope
WEEKS 8 TO 6
Display giant countdown on
Montaparnasse Tower.
The Message : “Here I come.”
Graham. #MeetGraham
Interactive billboard : show
tweets with #MeetGraham and
Graham’s answer

25. Side action : OFF-Press briefings to leak 3
key messages :- Samsung transforms its brand and
launch a new smartphone on February
14th 2017,- Graham is the icon of this future brand
as well as the vocal assistant of
Samsung’s soon-to-come
Smartphone,
- Communication’s next step will start
on September.
Method : No official statement. Samsung
only speak to the target.

26. WEEKS 6 TO 2
Street Display : No official
communication to access directly oururban target.
Content = twitter chat between Grahamand our audience.
Social Media : On Facebook, Twitter andInstagram. Start giving clue of theidentity of Graham : where is from, hisphysique.
Sponsored posts to reach maximum ofpeople
feed
feed

27. WEEK - 1
Social Media : Via Twitter and Facebook
announce a live video the 14th february
reveling Graham’s and the Galaxy S8
Invite journalist to an event that will take
place in Palais des Congrès
D-DAY
Off line media : Event launching the Samsung Galaxy S8 in
Palais des Congrès
Social Media (Samsung & Graham accounts) : Broadcast the
event in live via Facebook live, Periscope, Youtube Live
Billboard : Broadcast the event on the Montparnasse Tower

28. STEP 2
The revelation ...
… shows that Graham is actually the voice assistant of the new Galaxy S8. The communication is now based on
the product supported by social and traditional media.

29. Let’s play,
I’m bear-ific !

30. The film : A 60’s movie broadcasted in
TV, theaters and social media.
- Instagram : Via Samsung
account post short extract of the
movie and invite people to
discover the full movie on the
website. Post boomrang of the
product.
- Facebook : Full movie and gif
post. Create conversation with
consumers
- Twitter : Short extract of the
movie, gif, post every
- Snapchat lens and advertising :
Create a Grahams lens for
Snapchat and include a 10 sec
format of the film
Social Media :
Print : Billboard showing the product
and how Graham can improve your
everyday experience
Digital advertising : Same print visual
adapted to digital display

31. Thank You for your attention
Bye guys !
BIG

32. ANNEXES

33. Mission of the brand
“Inspiring world technology with
innovative product and design.
Making the future socially
responsible”
→ Samsung also wants to enter the top 10
companies where it is good to work
The brand vision/objectives
Visions
“Inspire the world create the future”
→ to develop new skills to enhance its
competitiveness pursue its history in
innovation.

34. Mapping Samsung