SAMSUNG GALAXY S6

Local Digital Idea

• Samsung innovations are the core from the

competitors. But audience is simply not awared of

them!

• From the first glance, audience typically perceive

most of the Samsung innovations as useless and not

motivating to buy, but…

• As soon as WE educate consumer, provide him with

some experience, and deliver exact RATIONAL benefit

for each innovation, they become reason to buy

WHAT WE HAVE LEARNT FROM SAMSUNG GALAXY S5!

Even iPhone loyals are unhappy with Apple loosing innovations edge

Samsung is the most innovative brand

Our objective to change Apple in terms of Top Of Mind

• Samsung is clear leader in terms of sales • While Apple is still leader within consumer minds • But Apple is loosing it’s “momentum”

Let change consumer’s mind with Samsung Innovation

WHAT WOULD INNOVATION WE HAVE ON SAMSUNG GALAXY S6!

A BETTER BODY FASTER CHARGER

4K Display

Special Feature – Retina Scaner

BIG IDEAOUT OF THE BOX, THE NEXT GALAXY YOU LOVE

– SAMSUNG GALAXY S6

After the campaign, 1mil Vietnamese people have experiencedhave experienced and confirmed

Samsung Galaxy S6 – the next Samsung Galaxy they love

DIGITAL ACTIVATION TACTICS

DIGITAL PLAN

Teaser Engagement Sustain

Before Global LaunchReady for Local After Local Launch

Create the curiosity & desired about Galaxy S6 from lead info during global launch

Create a big buzz at local via Local launch & Local Digital Activities. Drive to sales

Sustain the interests & Drive to sales

TEASER – DIGITAL ROAD MAPBefore & After Global LaunchBefore & After Global Launch

Online Forums Online News Facebook Channel

Prepare for Local launchPrepare for Local launch

Release leaked info about the next innovation from Samsung:- Feature- Design- Powerful features

Cooperate with as much as possible Online Forums/News/Fanpges/Groups to create the curiosity & desired about Samsung Galaxy S6

Hot-Fanpages

Samsung Product – FB Group

Release leaked info about the next innovation from Samsung:- Feature- Design- Powerful features

Join and share the articles from Forums/Hot-fanpages to other Members

Live-Stream Offline for HN, HCM, Can Tho, Da Nang

The first-time ever, the big Offline Live-Stream for all the big Cities to gather all the big fans from the most 20 active Forums to create a big Buzz on the Market

ENGAGEMENT – DIGITAL ROAD MAPReady for Local LaunchReady for Local Launch

Before Local Launch

Local Launch After Launch

Online Forums (top 20 forums)

Product Review & Hand-on

Do Live – Streaming the Local Launch Event on top 5 forums

Engage with “SAMSUNG GALAXY S6 – THE NEXT GALAXY YOU LOVE!” – Testimonial Online Activity

SustainSustain

Lifestyle / Product Usability Content

Kick-off 1st Product Sale on top 5 forums

Always-on MEDIA SUPPORT / OWN CHANNEL SUPPORT:1.MASSIVELY AWARENESS: Online Banner (Popular News in VN/ Facebook Channel / GDN…) , SEM , and EDM2.Samsung Mobile Vietnam Facebook Channel, Samsung Mobilet Vietnam YouTube

SUSTAIN – DIGITAL ROAD MAPSustainSustain

Online Forums (top 20 forums)

Engage with “SAMSUNG GALAXY S6 – THE NEXT GALAXY YOU LOVE!” – Testimonial Online Activity

Lifestyle / Product Usability in multiple formats:- Video- Interactive Info-graphic- “Experts” Box on top 5 forums for specific “Samsung Galaxy S6”

Always-on MEDIA SUPPORT / OWN CHANNEL SUPPORT:1.MASSIVELY AWARENESS: Online Banner (Popular News in VN/ Facebook Channel / GDN…) , SEM , and EDM2.Samsung Mobile Vietnam Facebook Channel, Samsung Mobilet Vietnam YouTube

Multiple Activation at store on big Cities to drive for Sales

ENGAGEMENT DIGITAL ACTIVTY

SAMSUNG GALAXY S6 – THE NEXT GALAXY YOU LOVE!

Idea:Convince consumer via direct experiences on Samsung Galaxy S6 and confirming on it.

Digital is the opportunity

to convince and convert our target audience to the Samsung Galaxy s6

and get advocacy out of them!

Pre-store At Store Convert Advocate

CONSUMER PURCHASE BEHAVIOR

THE USER JOURNEY

Have you tried Samsung Galaxy S6? Which feature you like most?

Have you tried Samsung Galaxy S6? Which feature you like most?

I DO

Have you tried!

Push every 6 minutes

for the new

Testimonial faces on

the Digital Billboard

Push 3 times per days

for any Online Banner

the new updating for

Testimonial Faces

HOW TO EMPLIFY THE TESTIMONIAL TO SOCIAL

• GDN• Online Banner on Popular New Sites

HOW TO REMARKETING TO WHO INTERACTIVE WITH US FROM 1st PHASE?

remarket with in-store coupon offer

remarket with coupon offer

remarket to build awareness and top of mind of our new product

remarket as part of reputation management -push positive content via text ads / visual ads

remarket to say Thank You for them making the 1 million celeberation mark

remarket to convince them to make the switch

CRITERIA REMARKETING APPROACH

KPI & BUDGET

Teaser Engagement Sustain

• No. of Articles on Online Forums: 200• No. of Buzz: 3,000

• No. of Articles on Online Forums: 500• No. of Buzz: 14,000

•No. of Articles on Online Forums: 200• No. of Buzz: 3,000

No. of Testimonial Submission: 1,000

* This KPI is organic without Media support

THANK YOU