why do we live in 2d
Post on 20-Jul-2015
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A campaign for Samsung LED
Worldwide = globallyPeter Wang Di
Ethenia NoviantyJeong Yumi
Samsung LED TV is a world’s
first LED TV in a new
dimension.
It has an advanced technology
to convert any 2D content into
3D. So the audience will enjoy
any content from their TV in a
real and better way.
Campaign
objective :
that Samsung
own the
conversion
feature in the
3D LED TV
market.
Mandatory : to
use social
media to bring
forth the
benefit of
Samsung 2D
to 3D
conversion.
Campaign
coverage :
global
Tone and manner : attractive, enjoyable, real
Target audience : demographic : 8-60 year old, live in urban, SES A
Psychographic : modern, following the trend, new technology adaptor
Consumer insight
• The TA can not feel something and realize how important
that things are until they’re losing them. For instance, 3D
life.
Preferred
communication
medium
• Real experience through some events and ambient media
Desired response
• The TA would find that they can’t live in 2D world, that’s
why they need Samsung LED TV with 3D technology. (create
public awareness and information about Samsung LED TV)
1st phase
Create an advertisement to
lead the TA to go into the
social network created to
this campaign (user-
generated content website).
The advertisement will be in
outdoor advertisement
(ambient media and poster).
We’ll put this advertisement
in a place where the TA can
see it (railway station, bus
handling, etc where the TA
actively move).
For the poster and ambient
media we will put QR code
and also website address to
lead the TA to open the
website from their mobile
phone, laptop, etc.
Microsite (social media user-generated
content) and also facebook page and
twitter. The Facebook page and twitter are
actually part of promotional tools to
promote the microsite and invite people to
upload their funny videos.
Microsite address :
www.liveinapaper.com
Inside this microsite, we will invite the TA
to upload their funny video about how
they live in the 2 dimension (how they
move their body only in 2 dimension,
which is right and left and up and down).
And later, we will ask the people to
register and log in into this microsite to
vote for their favorite video. And the
people who got the most voters and also
some lucky ones voter will get a prize later
(from Samsung LED TV).
We will create some “game”
events in some potential
public places, such as :
crowded shopping mall, MRT
station, etc. This game is
about how they can finish the
challenge to take and move
some boxes to the other
sides by only move their
bodies in 2 dimension (only
move to the right, left, up,
and down).
Since this is a funny game,
then a lot of people will
participate or just see how
this game work. Then it will
create a viral form of
communication. People will
tell about this game to their
friends, family, relatives, etc
with the power of word of
mouth and also the social
media that they have
(Facebook, twitter,
foursquare, youtube, plurk,
etc).
So then this “live in 2D” will
be published to more people.
There may also be some
media who report and write
about this funny game
(without noticing what game
actually it is for).
For the winner of this games in
each spot (the one who can
collect best point) will get a
prize in a coupon that can they
exchange with the prize later.
The prize will be Samsung LED
TV (without telling what the
prize that they will get in the
coupon).
For every participants of the
game will also get an invitation
ticket to watch movies and play
the games in a place called “3D
palace” (a place where in every
sides inside the room will be
covered with Samsung LED TV
(on the ceiling, on the wall, and
also on the floor) so that the TA
will experience to live in a world
full of 3D after they had to live
in a 2D world.
3D
Palace
The invitation tickets are
also available for every one
who logged in
www.liveinapaper.com,
whether they are video
uploaders and also the
video voters.
The 3D palace visitors will have
many choices and many range of
movies (animation, action,
thriller, war, comedy, drama, etc)
and also games (action,
adventure, race, sport, etc) to be
watched and played there, so they
can have the best experience.
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