Brand | SAMSUNG |
Product/Service | CORBY |
Entrant | STARCOM MEDIAVEST GROUP DUBAI, UNITED ARAB EMIRATES |
Category | Best Use of Magazines/Newspapers |
Entrant Company: | STARCOM MEDIAVEST GROUP DUBAI, UNITED ARAB EMIRATES |
Media Placement: | STARCOM MEDIAVEST GROUP DUBAI, UNITED ARAB EMIRATES |
Credits |
Results and Effectiveness
Since the launch of the campaign sales exceeded the forecast by 20%. Samsung witnessed an increase in unaided Awareness and most preferred brand by 14% and 150% respectively.
Source for Sales data: Samsung
SouRce for Unaided Awareness and Preffered Brand - Brand Index Samsung
Creative Execution
Explored creative ways to stand out of the clutter, and drive home the colour element of the phone in environments that this audience is more receptive to.
Worked closely with publication house to create accessory segments with a colored theme page within the style segment of the magazine. Focused on key Fashion/Aspirational titles such as Ahlan, Ahlan Masala and Ahlan Arabic.
Insights, Strategy and the Idea
Samsung wanted to launch “Corby” a new phone in the youth segment. This segment is heavily cluttered where there is little or no distinction when it comes to features, style/design which put Samsung at a disadvantage against leading brands
From research, we have identified that this audience is a keen observer of fashion and are driven/inspired by the latest in style. They tend to seek information on what’s new in fashion when it comes to colors and themes of the season, and take advice from reliable sources as they are more receptive to them. They are highly influenced by international brands. These young expressionists look to express themselves through color, which in turn helps them to stand out from the crowd and their peers.
Drive the Color essence of the brand by positioning it as the must have fashion accessory of the season
Partner with leading aspirational magazines to create contextual placement and product placement on the must have fashion accessory of the week.
Credits
Manikandan Hari |
Starcom |
Media Director |
Yajnesh Rao |
Starcom |
Associate Media Director |
Raed Bou Hamdan |
Starcom |
Media Manager |
Ghassan Khalash |
Starcom |
Media Executive |