change the brand - samsung

Change the rulesPromoting Samsung Galaxy S8

Camille BLAMBERTAnna DE TULLIOAntoine ORTIZClémence PERRETLoann VALLETTEThéo VERDIER

1.Redesign

Build upa fresh restartfor Samsung’s

brand image

Objective

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

What are 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)

Reference market

Focus on a social dimension in order to promote the “Siri like assistant”

Samsung Galaxy S8 phone as a brand

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 connectedSelf extended

Differentiated strategy

Details about customers

How do we address target ?

So close …to your

smartphone

Raise emotion

So similar ... to your

neighbor

Build a unique experience Whisper solutions

Complicate ... is your life

Approaches

Fits the customer as well as the Smartphone

Give Samsung a character and a story to tell

SO ON, WE HAVE

Tangible elements...

Graham Colors

VISUAL IDENTITY

Font Wave

MOTO

WHAT MATTERS IS INSIDEVISUAL GUIDELINES

No hardware. Just use cases and emotion.

Logo

… 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.

Let’s apply thisto Galaxy S8

Graham, please introduce yourself

What’s your message Graham ?

OK. Now.

Let me shine !

2.Communication plan

6 Months to launch

Samsung’s New mobile

STEP 1The teasing

From December 2016 to February 14th 2017

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.

No official comment or Press action. Let people figure it out.

Side-actions : Multichannel diffusion : corporate website, FB live, Periscope

WEEKS 8 TO 6Display giant countdown on Montaparnasse Tower.

The Message : “Here I come.” Graham. #MeetGraham

Interactive billboard : show tweets with #MeetGraham and Graham’s answer

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.

WEEKS 6 TO 2

Street Display : No official communication to access directly our urban target.

Content = twitter chat between Graham and our audience.

Social Media : On Facebook, Twitter and Instagram. Start giving clue of the identity of Graham : where is from, his physique.

Sponsored posts to reach maximum of people

feed

feed

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

STEP 2The 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.

Let’s play,

I’m bear-ific !

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

Thank You for your attention

Bye guys !

BIG

ANNEXES

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.

Mapping Samsung