1. Samsung Gear 2
Part 3 – Strategies and Evalution
TMC Academy
Mass Communications Higher Diploma Program with Higher Standing
Presented by Stienberg Tan Geok Yong, S7234046I
2. Samsung’s Gear 2 – Is seeking
To increase awareness of the product
To enhance the brand “Samsung” that it is not only mobile phone brand that
is only interested in making profits but also in the interests of the health of
the consumer.
To increase a modest market, share in mobile health product at 5% within 12
months
3. Events that makes it Happen!
Sports events – The Singapore Marathon, The Big Walk, and Spartan attracts over 400,000
participants combined in Singapore annually.
George Clooney participation and appearance at event
Giveaways of products
4. The Samsung Gear 2
Participants wants to get fit and fun seriously.
Participants pays a certain premium to participate and committed to
anticipate.
Participants are always looking for new ways to increase their awareness on
information of new devices and health products and services.
5. Why we chose this strategy is because it mass niche appropriate
market that concerns health and wellness of discipline.
Participants wants to get fit and fun seriously.
Participants pays a certain premium to participate and committed to
anticipate.
Participants are always looking for new ways to increase their awareness on
information of new devices and health products and services.
6. ADVERTISEMENT IMPLEMENTATION ANALYSIS MEDIA
PLAN AND ADVERTISING PLAN
A twelve month plan strategy that focus in the two way participation and
engagement with the consumer and for the consumer experience.
It reinforce the confidence and increases market value and share both on
social media and mass advertising
Saves marketing dollars for social media and mass advertising with exchange
of product distribution at events for registered paid participations.
7. The Samsung Gear 2
January – March 2015
We will have organized a commercial campaign event with the supporting
sport event and a celebrity for the first three months, this advertising
message to tell customers and our competition that Sumsung Gear 6 is really
cool to have and good for your health, and we want to invite you to our road
show coming soon.
We will use television, print, social media and radio to create various forms of
message approach to appeal to the consumer.
8. The Samsung Gear 2
April – June 2015
Road Shows are conducted at shopping malls with the celebrity who also is a
brand ambassador Island wide in Singapore.
We will use television, print, social media and radio to create various forms of
message approach to appeal to the consumer.
This will be a second engagement and informing the consumers to be the
voice and signup on social media and fan page.
9. The Samsung Gear 2
July – Sept 2015
The Brand Ambassador along with the road show increases its presence and
includes distributing partners such as Singtel or Starhub for immediate point
of sale or contract promotions for National Day Celebrations in Singapore as
well as Singapore Airline Grand Prix Formula 1 event.
We will use television, print, social media and radio to create various forms of
message approach to appeal to the consumer.
This is the third engagement for the consumers to tell us what they think and
how they feel about the product on social media and other platforms once
they have experience the product.
10. The Samsung 2 Gear
October – December 2015
The Brand Ambassador George Clooney along with the road show increases its presence and
includes distributing partners such as Singtel or Starhub for immediate point of sale or
contract promotions for The Spartan, The Big New Paper Walk and The Singapore Marathon.
We will use television, print, social media and radio to create various forms of message
approach to appeal to the consumer.
This is the final engagement with our consumers in public, they will finally be rewarded for
their loyal following to our event and they will receive a premium by signing up and
participate with either one of the partnering events and post their pictures on social media
on our pages.
George Clooney is a good image for Samsung because of his clean image and his belief in the
brand promoting good health and discipline. He agreed to work on this project based on the
vision and mission to contribute to Children in need of education which Samsung Corporation
has put in placed to contribute 1 percent of profits every year from its CSR budgets.
11. The Samsung Gear 2
The Media Plan Implementation
The Media Plan Implementation will save the client for the next twelve
months more than $500,000 in commercials in television on channel news
Asia, print media and social media with an outreach of co partnership of
branding with Standard Chartered Bank which reaches daily over 1 million
listeners, readers and viewers on radio, print, television and social media.
The Spartan has also share a reach over 300,000 viewers daily on television,
print, radio and social media and is organized by Media Corp.
And finally, The Big New Paper walk is organized by the Straits Times
Publishing – Singapore’s biggest national newspaper company has a reach over
300,000 readers daily as well as online social media.
13. The Samsung Gear 2
CAMPAIGN EVALUATION
The Campaign Evaluation after the 12 months’ period had showed us an
increase of awareness of the product but increase of market shares of the
product thanks to our brand ambassador – George Clooney.
In the beginning the consumers were apprehensive with the latest new launch
and approach of the product by Sumsung and we had already discuss earlier in
the year made these calculations to the consumer behavior towards the
perception.
So in order to change this perception, we needed an international icon or
personality to represent an advertising and public relations representative for
Sumsung as an International and Domestic brand that it is not just only a
phone brand but a brand and a company that “Cares”
14. The Samsung Gear 2
So when consumers meet and greet with George Clooney, it was a massive
response and over whelming.
It sold over 2 million units during August – October period because of George
Clooney’s presence in Singapore making his appearance at major events and
parties with the product been seen and featured in the press.
He made mentions of how good and beneficial the product is and other
celebrities’ like Jackie Chan and even Donald Trump appeared on the press
with George making mentions of the product. Over 100 celebrities came to
associate with George Clooney.
15. The Samsung Gear 2
Not only George Clooney made his presence felt for the Rich and Famous, but
we also had him appear and associate with grassroots participants.
George Clooney meet up with participant’s and run with them at the
Singapore Marathon, The New Paper Big Walk and Spartan.
He invited them for coffee at the Hospitality Lounge of Samsung and gave
away free premiums and also presented the medal for the 1st Prize Winner of
the race alongside with the guest of honor.
16. The Samsung Gear 2
His presence with the grassroots increase its sales and perception by over 3%
with over 40,000 units sold at each event and in total of 120,000 units sold at
all three sports events.
To end the campaign, George Clooney made a charity contribution to
Samsung’s care program for Children of USD$300,000
This gives our client a total exposure both domestic and international of over
USD$50 million dollars’ worth of public relations and advertising exposure for
12 months
