GALAXY NOTE A new type of smartphone, bourne of insight and innovation - EHQ PR
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Samsung European Marketing News October 2011 ISSUE 02 GALAXY NOTE A new type of smartphone, bourne of insight and innovation. Also this month > Latest design news > EHQ PR > Market intelligence > Best practice by markets
From your editor
Welcome!
With lots of activities taking
place across Europe over the
next couple of months, the run-up
to Christmas seems even more
fast-paced!
This month has seen the launch of new There are some fascinating insights into the
SMART TV apps (Real Madrid, sport.gr, world of Design, from our European Design
TF1 Sport) and a partnership in Italy with team - including solar-powered cooking
Sky 3D. Numerous consumer promotions and a bike that monitors the rider’s brain
and media events took place for the waves to give commands! Our Market
GALAXY S II, Series 9 Notebook, GALAXY Intelligence team has also provided an
Tab 10.1 and 8.9, MV800 digital camera update on the latest market insights.
and ecobubble TM
washing machine.
I hope you enjoy reading this issue of the
On top of this, Samsung has achieved European Marketing Newsletter. Next
10 million global sales of the GALAXY S month we’ll be featuring an overview of
II smartphone since its launch in late April our activities at the European Finals of
2011 – demonstrating our industry-leading the World Cyber Games in Poland. If
capabilities in the smartphone market. there’s any feedback regarding content,
suggestions for future articles or if you
Continuing this success, we’ve added
would like to discuss being a contributor,
two new additions to the GALAXY family:
please get in contact.
the Note and Tab 7.0 Plus. The GALAXY
Note combines core on-the-go benefits of
various mobile devices, while maintaining
phone portability to create a whole new user
experience. More on the Note can be found
in this month’s feature article on page 4.
Building on the success of the GALAXY Tab,
Helen Farrier
the new 7.0 Plus offers portability with a rich
European PR Manager
multimedia experience on a 7-inch display. Samsung Electronics Europe HQ
For further information please contact
Helen Farrier – European PR Manager Brendon Gore – European PR Director
Email: helen.farrier@samsung.com Email: brendon.gore@samsung.com
Tel: +44 (0)1932 455394 Tel: +44 (0)1932 455686
Samsung European Marketing News | Issue 02 | October 2011
This month 2 | 3
SEF / France > 11
Samsung GALAXY Note > 04
Samsung Mobile SEG / Germany > 12
Introducing our ultimate
on-the-go device. SEUK / United Kingdom > 13
SEI / Italy > 14
Design review > 06
Design and Trend Insights SESA / Spain > 15
Solar cooking and a bike that
can read your mind! SEBN / The Netherlands, Belgium > 16
SEPOL / Poland > 17
Market Intelligence > 08
Latest Market Insight SENA / Nordics
Apple iPhone 4S. (Sweden, Denmark, Norway, Finland) > 18
SEAG / Austria, Slovenia, Switzerland > 19
EHQ PR > 10 SEROM / Romania & Bulgaria > 20
EU PR Activities
SEP / Portugal > 21
Media visit and Awards.
SECZ / Czech Republic & Slovakia > 22
Best practice > 11 SEH / Hungary > 23
Market News
SEB / Baltics (Estonia, Latvia, Lithuania) > 24
News updates from the
European markets.
SEGR / Greece > 25
www.samsungemn.com
Feature article
Samsung GALAXY Note
Writing the next chapter in the mobile industry
On-the-go consumers Breaking new ground With the advances in
often need to carry multiple once again, Samsung is touch-screen technology
smart devices, switching introducing the world’s first in recent years, a new level
to use the right device at 5.3” HD Super AMOLED of interactivity has been
the right time. People want display ensuring all media, achieved. Now Samsung
to do more on the go – applications and games is taking touch one step
whether it’s web browsing, look better than ever further with the introduction
emails, games or viewing before. Capable of deep of the S Pen, a stylus that
photos and videos. And, blacks and bright colours, provides the best input
even consumers with the wide display is large experience to date. The
multiple devices still carry a enough to allow meaningful pressure sensitive S Pen
paper note pad to jot down split-screen operation and makes writing, drawing and
memos or brainstorm true multi-tasking across annotating as intuitive as
ideas. various applications. Yet using a normal pen. Life is
with such a large screen busy, and when out and
The GALAXY Note is a
the question may be about there often comes
new category of product
raised about portability; a a time when you need
designed to satisfy all these
key decision factor when to make a quick note, or
needs. Combining the best
purchasing a mobile device. scribble down a number.
a smartphone can offer with
Samsung has allayed these
the enhanced usability of
concerns by designing the
a tablet, the GALAXY Note
GALAXY Note to weigh
delivers the ultimate mobile
only 178 grams, making it
experience. The GALAXY
feel just right in the palm
Note came about through
of your hand. And at 9.65
careful analysis of today’s
millimeters thin the GALAXY
mobile lifestyle; how people
Note slips inside a jacket
use their mobile devices
pocket with ease.
for both communication
and entertainment. By
bringing together the core-
strengths of a smartphone
and a tablet, Samsung has
created the ultimate on-the-
go device that completely
removes the need to carry
around multiple devices.
Samsung European Marketing News | Issue 02 | October 2011
4 | 5
Samsung has created the
best experience possible for
all types of customers and
to this end has tailor made
the GALAXY Note to deliver
exceptional functionality
for today’s professional.
The GALAXY Note has
Email is displayed in a fully
superior handwriting
featured format, removing
recognition, enabling ideas
the need to scroll through
and annotations to be
a few lines of text at a time,
With a standard smartphone freely captured and shared
while presentations can be
this often means writing a with other devices, without
viewed full screen, perfectly
draft text message with no the need to perform any
sized. Likewise e-books and
recipient and waiting until additional digitization. There
web pages are displayed
later to transfer the details is no faster or smarter way
comfortably with minimal
somewhere more useful. to combine drawings and
scrolling or zooming.
diagrams with the written
Now with the GALAXY
word on a mobile device, Samsung has partnered
Note, you can instantly
making the introduction with Juniper Networks to
open the S memo
of the S Pen truly an enhance the enterprise
application from any
innovation. capabilities of the GALAXY
screen to jot down that
Note. Incorporating
necessary information The GALAXY Note
Juniper’s Junos Pulse SSL
quickly and exactly how delivers more features
VPN, users are able to
you want. To complement and functionality as it is
gain secure remote access
this, a smart professional the perfect meeting point
to corporate network
planning tool that integrates between a smartphone
resources, essential when
the phone’s To-Do and and a tablet. At its heart,
travelling on business.
scheduling applications the GALAXY Note is a
has been developed. fantastic phone, able to All of these features ensure
Entitled S Planner this be held up to the ear to that the GALAXY Note is a
tool will help customers to receive calls while taking unique prospect, that will
comprehensively organise high quality photos with its further reinforce Samsung’s
their lives. 8 mega-pixel camera. commitment to excellence.
www.samsungemn.com
From Samsung Design Europe
Adam Roberts . Research & Vision Manager / Jacob Strands . Future Forecaster
Design review
Design insight Design insight
AESOP // location, which opened
September 2011 in the
Since its inception in 1987,
Nolita neighbourhood of
Australian skin care line
New York City, they applied
Aesop has gone to great
the concept quite literally.
lengths to ensure quality
and create a unique holistic
Designed by local architect
experience.
Jeremy Barbour, he
constructed the wall
Everything from
displays and counters out
manufacturing to
of re-purposed editions of
distribution, including of
the New York Times. The
course their all-natural,
material, layered to form
Considered admits herself that she will socially-conscious
consumption // what look like large paper
never be ‘in fashion’ or products, is the result of a
bricks, gives the space
We are increasingly seeing out. Howell’s trademark thoughtful, detail-oriented
unprecedented texture,
a pared back, pragmatic style is a style which oozes approach. When it comes
creating a warm, welcoming
and essential approach, quality and attention to to opening retail locations,
atmosphere. Beyond the
which is driven by a desire detail, and is a constant the brand focuses on
visual component, the
for singularity within its wardrobe staple. Howell meshing seamlessly into its
soft, weathered feel of it
functionality - everyday has recently entered the surroundings, drawing on
complements the product
special. This neutral furniture market which elements from the locale
line nicely, as well as
approach has become complements the style and to incorporate them into
grounding it within the city
increasingly popular with spirit of her clothing and the space. In the case
and community.
consumers being more expanding the brand to of their 41st standalone
considered in consumption become lifestyle focused.
due to the recession, H&M’s successful offshoot
a desire for quality and brand COS has also
wanting timeless less picked up on this timeless
disposable purchases. understated approach and
tries neither to be in or out
Margret Howell is a of fashion, and charges a
contemporary British premium for it.
fashion designer who
Featured designer
LuckyPDF //
LuckyPDF is an online digital artists’ group that has been active in Peckham, south-
east London, since late 2008. Founded by James Early, John Hill, Ollie Hogan and
Yuri Pattison all born in 1986, this young and up and coming art collective works
collaboratively with an ever changing network of emerging artists, spearheading
online television programmes, Internet interventions and digital live events. To
experience LuckyPDF and their new wave broadcasting techniques first hand -
head to this years’ Frieze Fair where visitors can join them and 50 odd artists in the
project space studio – for open rehearsals and live recordings which will broadcast
live throughout the fair on special screens and wireless access points.
Samsung European Marketing News | Issue 02 | October 2011
Launched in 2000, Samsung Design Europe (SDE) create user focused design experience. We cover a holistic skill set including; product design, user interaction,
graphic user interaction, user experience, colour material and finish, design research, trend research, graphic design and design strategy. 6 | 7
Trend insights
Solar Kitchen Disruptive thinking –
Restaurant // Toyota Prius bike //
Catalan designer and Toyota has swapped four
food alchemist Marti wheels for two in its newest
Guixé, Finnish conceptual Prius model, the PXP
chef Antto Melasniemi bicycle. Toyota noticed
and Lapin Kulta beer similarities between cycling
have created a pop-up and the ethos behind its
restaurant called the Solar Prius car. Together with
Kitchen, where dishes advertisers Saatchi &
are cooked using only Saatchi, bicycle maker
the sun’s heat. ‘The idea Parlee Cycles and creative
was to see how people collective Deeplocal, Toyota
react to a restaurant that has developed a bicycle
is completely controlled by that embodies ideas of
nature,’ says Melasniemi. technology, innovation and
‘Foods taste different efficiency.
when they are heated by
To stay in line with the
the sun, which is gentler.’
technologically advanced
The project takes hyper-
Prius car, The PXP similarly
seasonal dining to a new
includes high performance
level, with dishes and
tech advances, such as a
ingredients determined by
helmet with a built-in EEG
the weather on the day.
feature that monitors the
rider’s brain waves. The
October’s diary system recognises the
commands ‘shift up’ or ‘shift
Frieze Art Fair // down’ and changes gears
accordingly in response to
With fall in London comes Frieze Art the rider’s thoughts.
Fair, one of the most recognised annual
events within the arts and culture A great example that
calendar. Frieze Art Fair features over not only highlights the
170 of the most exciting contemporary importance of what diverse
art galleries in the world. The fair also collaborations can bring
includes specially commissioned to the table, but also
artists’ projects, a prestigious talks epitomises how successful
programme and an artist-led education. brands of the future will
The Fair is worth a visit not just for its have to be able to innovate
vast representation of renowned global disruptively, taking leaps,
galleries, but especially for the more ad rather than crawl.
hoc and impromptu artist’s interventions
curated by The Frieze Foundation.
Dates: 13 – 16 October 2011. To visit the
Frieze Art Fair register on the following
website: www.friezeartfair.com/visitors
www.samsungemn.com
Robert Hodges Strategy & Market Intelligence Specialist
Market Intelligence
LCD TV EU16/25 M/S by Competitor
MAY JUN JUL W28 W29 W30 W31 W32 W33 W34 W35 W36 W37
11 11 11 11 11 11 11 11 11 11
Source: GFK
Smartphone Unit EU12 M/S by competitor
MAY JUN JUL W30 W31 W32 W33 W34 W35 W36 W37
11 11 11 11 11 11 11 11
Source: GFK
FOR INTERNAL USE ONLY // DO NOT FORWARD
Samsung European Marketing News | Issue 02 | October 2011
8 | 9
iPhone 4S launch analysis LG Europe facing difficulties
Details: Details:
Incremental iPhone 4 update (underlying hardware & LG Europe continues to make significant organisational
software improvements) Camera and Siri assistant changes to improve disappointing business performance.
most notable upgrades to consumers.
Background:
Analyst and investment house response: LG have suffered poor business performance vs. 2010.
Q2’11 European profit only €22m. LG cutting European
cost base to improve profitability.
> Apple no longer leading edge – it can only sell on
Financials:
brand loyalty now.
> LG Q2’11 European revenue €2,081M -8.8% vs. ‘10
> Users may wait for iPhone 5, if they can’t they > LG Q2’11 European profit extremely low €22.9m.
may switch brands. > LG Q2’11 Global net profit -87% Y-o-Y to €71.6million.
> LG Q2’11 Global Handset division posts operating loss
of €34.6million.
Refocusing of European Strategy and Positioning:
> New prices announced will allow Apple to compete in the
> B2C
mid-range. Apple will attract first-time smartphone users.
LG Europe recruiting Strategy Consultants
> Will not convince consumers to replace existing iPhones. (McKinsey etc), to devise long term Go-To-Market
and European strategy.
> B2B
European 40 person B2B office fully established in
> Hardware functionality improvements quite substantial -
Netherlands (150 European B2B solutions staff). B2B
market is underestimating the importance.
focus on vertical end user need. Moving to a solutions
> Expects the shares to outperform in anticipation of holidays. and application based vertical approach.
55
50
> Changes sufficient for many iPhone 3 and 3GS
owners to upgrade. 45
> Lower-priced 3GS to drive large volume in 40
emerging & pre-paid. 35
30
> Pleased with the variety and the depth of Aug 30 -6.10 - 10.87%
June 2011
-10.05 - 20.10%
July 2011
-7.15 - 17.90%
August 2011
software refinements.
> Should help Apple to extend its unified, 52 week low KRW 59,500, high KRW 126,500 (Korea Exchange)
technological leadership. Source: FT.com
Implications for Samsung: Implications for Samsung:
Excellent opportunity for Samsung to further leadership Low European profitability means LG are now less able to
as No1 iPhone alternative in Europe – uncertainty over buy market share through aggressive pricing. Advanced
Apple’s future long term performance. vertical approach may improve LG’s competitiveness in B2B.
Source: Samsung EHQ HR
FOR INTERNAL USE ONLY // DO NOT FORWARD
www.samsungemn.com
EHQ PR
PR
Polish Factory EU Media Visit
On 27-28 September, 12 Journalists Robert Stobinski of SEPM, who
from across Europe were invited to conducted the factory tour.
visit Samsung’s Digital Appliances The purpose of the visit was to
manufacturing facility in Wronki, strengthen relationships with key
Poland. EU home appliance media, showing
On the first evening, attendees journalists the functionality and
had dinner in a true Polish dining features of the latest DA product line.
experience at the Ratuszova Journalists were firstly shown the
restaurant. They finished the evening production line of the G-Series
with a local speciality of Vodka refrigerators, featuring SMART
sampling! designs providing better insulation,
temperature and humidity levels at
Journalists attended from France,
energy efficiency levels, up to A+++.
Germany, UK and Italy from key
The tour then followed on to show
national and trade publications.
journalists Ecobubble™. This is the
The following day the press first washing machine in the market
were accompanied by Samsung to generate special bubbles, enabling
representatives, including VP Sungmi great performance from the start, so
Chung from DA Marketing and VP cold water washes like hot water.
Awards
EISA TIPA
On 2 September the European Sound Considered to be the most coveted
and Imaging Association (EISA) held photo and imaging awards in the
its annual Awards Ceremony at the industry, the Technical Image Press
Adlon Kempinsky Hotel, Berlin Association (TIPA) celebrated the XXI
edition of the TIPA Awards Ceremony
Samsung was delighted to collect four
on 30 June at The Royal Horseguard’s
prestigious 2011-2012 Awards, which
Hotel, London.
included European Mobile Phone:
Samsung GALAXY S II Smartphone, The Awards are voted by the editors
European Best Buy TV: Samsung of member magazines across 29
UE40D6500 LED TV, European Social magazines across five continents.
Media Camera: Samsung SH100
Samsung is thrilled to have won two
Compact Camera and European
prestigious awards – Entry Level
Compact System Lens: Samsung
Camcorder: HMX-Q10 and Compact
NX 20-50mm F3.5-5.6 ED i-Function
System Camera Entry Level: NX100.
Lens - all of which impressed the
judging panel with their design and
features. The European EISA Awards
are voted for by editors from 50
consumer electronics magazines
across 19 European countries.
Samsung European Marketing News | Issue 02 | October 2011SEF / 10 | 11
France
New product CSR
Brown goods Hope for youth
Sponsorship of TF1, the official broadcaster of the Rugby On 12 September – 15 October, the children of SOS Villages
World Cup 2011 in France. d’Enfants had the opportunity to take pictures of their
holidays using a Samsung PL 120 which were uploaded to
Creation of an exclusive TF1 Sport application on Smart TV Facebook. Fans then voted for their favorite picture 1 vote =
which allows the user to follow the Rugby World Cup and €1. A panel judged the entries: SEF, SOS Village d’Enfants,
other sports, from football to motorsports. Chasseur d’images (media partner) and Marion Dubier Clark
(photographer).
Refund Offer: ‘Samsung Celebrates Rugby’ 15% refund
on the following 40" (or larger) Samsung Smart TV Prizes for the children included:
products: D6200, D6300, D65XX, D6750, D7000, D8000. #1 : Weekend at Disney Land + GALAXY Tab
Promotional kit present in 4000 selling points. Offer ran #2 : mp3 player + a TV and home theater
from 9 September – 2 October. #3-#5 : mp3 player + GALAXY Tab
PR OOH
Press open day, Salle Wagram, Paris It’s time to Tab
On 13 September SEF hosted a press open day, all To celebrate the creative possibilities of the GALAXY Tab
divisions were represented and 134 products exhibited. SEF commissioned artist J-C De Castelbjac to produce a
huge painting on the side of la Conciergerie on Paris. During
12.30: Corporate Press Conference hosted by Philippe
12 days from September 4th the artist will give a modern
Barthelet & Division directors, presenting key products for 2H.
vision of la Conciergerie within Galaxy tab screen.
13:30: Journalists invited to visit the Showroom, to talk
Advertising: Extensive PR & social network plan. Website:
with the Product Managers, and discover the products.
Dedicated site showcased the event / artist, people
19:00: Blogger event to maximise press coverage for followed daily progress of the work. Launch party: Cruise
products in Xmas supplements, raise awareness of latest on the Seine, 300+ guests (partners+media) and J-C
flagship products. Attendance: 210+ journalists & bloggers. De Castelbjac. Follow-up: Auction of the painting with
proceeds to go towards preservation of monuments in Paris.
www.samsungemn.comSEG /
Germany
Training Exhibition
Channel Training Certification Gamescom Cologne
Samsung event to launch first Gamer NotePC at the
world’s largest trade fair for interactive entertainment,
SEG is the first certificated educational provider in the
on 17-21 August:
electronics industry.
> Exclusive in German Electronic Business (CE, TN, IT) by > More than 100 editors attended the event to experience
global leading certification authority TÜV. the “Series 7 Gamer” NotePC hosted by Samsung’s
> First Samsung subsidiary to be certified. Patrick Povel.
> 100% audit result. > 10 influencers were invited to a pre-presentation blogger
> All processes in Samsung training are certified to be breakfast before the conference.
effective and ensure best quality in class. > We gave 19 interviews at our stand, generated 110
> Best consumers consult in terms of home networks. articles, AVE of €294,000 and 8.4 million reach.
Dealer benefits: Creative concept for Samsung stand attracted visitors:
> Exclusiveness offers competitive advantage. > Factory Lan Party – a living and morphing design concept
> Consistent and effective positioning of the Samsung according to our brand story and special target group.
SMART TV category. > 3 artists created aerosol art transforming the stand from a
> Generation of cross and upselling turnovers. plain industrial design with graffiti style artwork.
> Promotion of sales field ‘home networking’. > The stand was located in the World Cyber Games Hall and
> Loyalty to the Samsung brand. measured 100m2.
PR
Full use of PR at IFA Retail
Samsung Influencer Lounge@IFA: For the first time,
Samsung offered a blogger lounge for online influencers Top Shop ‘experience zone’
where they could relax, write their blogs and try our latest
Holistic shopping experience from Product-centric to
products. Results: 86 walk-ins / stay-ins of influencers,
Lifestyle-centric.
(70% of Samsung’s identified key influencers). 6 interviews,
6 hands-on-videos, 1 meet & greet, 11 blog postings. 1st ‘Experience Zone’ Media Markt ‘Alexa’ in Berlin:
Cross-divisional (TN, IT, HA, CE). Exclusive lounge
Main Press Conference: 227 German editors. Digital
atmosphere with outstanding shop displays, visitors can
Appliances Press Conference: 87 German editors.
experience the Samsung World.
IT Solutions Press Conference: 29 German editors.
Executive interviews SEG = 6 (TV, radio, print, online) 359 Several visitors from subsidiaries, competitors and partners.
interviews on the Samsung stand. Request from EHQ based on G.S. Choi feedback: 5-10
‘Experience Zones’ implementation in 2H/2011!
Samsung European Marketing News | Issue 02 | October 2011SEUK / 12 | 13
United Kingdom
Sponsorship
World Cyber Games at Eurogamer
Samsung has just sponsored the largest video
game tournament in the world. The UK finals were
held at the Earls Court Exhibition Centre in London
from 22 – 25 September.
The event generated 32 press articles (to date) and we
conducted 6 press interviews and 16 stand tours with the
press.
There were in the region of 30,000 visitors to the Samsung
stand and 40,000 visitors in total to the exhibition.
We showcased 8 different premium Samsung products:
Series 7 and 8 TVs; Series 7 Gamer notebook; GALAXY
Tab 10.1; GALAXY S II; Series 7 and 9 computer monitors.
Justin Lee Collins – Famous UK TV personality and
comedian, launched Samsung’s presence at the show,
meeting gamers and posing for photos.
New product promotion
MultiView MV800 camera launch event
On 21 September SEUK hosted a day in Paris with 10
top tier consumer media, including Grazia, Star, Ideal
Home and Heat. Guests travelled to Paris by Eurostar,
followed by a tour of Paris in classic French 2CVs. Media
guests were encouraged to take photos with the MultiView
to uncover the cameras unique features. After the tour
guests enjoyed a three course meal on top of the Centre
Pompidou followed by drinks at a French bar. There was
also a photo competition with a chance to win a bottle of
Moet champagne.
www.samsungemn.comSEI /
Italy
Partnership B2B
Samsung and SKY 3D partnership Benetton and Brian & Berry
Samsung is now the official partner of SKY Italia’s new 3D We are pleased to announce the installation of video walls
Channel. Thanks to this partnership, Samsung 3D TV is at 66 Benetton shop windows. This project will be spread
recognized nationally as best in class 3D TV manufacturer. to Europe, China, Japan and U.S. Benetton stores.
The press conference was held in Milan on 12 September, We are also proud to announce the installation of one of
SKY Italia VP, Jacques Raynaud affirmed a simple choice: the biggest video walls (150 LFD monitors) in Europe at the
for the best 3D channel, you need the best 3D TV. Brian & Berry flagship store in Milan.
Partnership benefits include:
> Samsung logo + ‘Powered by Samsung’ to be aired at
start / end of 3D broadcasts (estimated value: 1.2M$). Granstazioni Project
> Samsung 3D TVs to be installed in SKY 3D lounges & We have worked with the Italian train network to install
used for marketing purposes at POS. Video Walls in their 13 largest stations.
> Buyers of Samsung 3D TVs will benefit from free 6 month
SKY 3D channel subscription.
Intesa San Paolo Bank
> Samsung 3D TVs will be sold at a special price to those
who subscribe to SKY 3D (estimated sales value 140M$). Intesa San Paolo Bank is the second banking Group in
Italy with over 300 branches. Samsung supplied Series
9 notebooks for the bank’s top management, beating
Market Intelligence competitor Sony Vaio.
TOTAL HHP - M/S No. 1 (Unit)
Samsung
Nokia
LG
Apple
Alcatel
SMARTPHONE M/S No. 1 (Unit)
Samsung European Marketing News | Issue 02 | October 2011SESA / 14 | 15
Spain
New App
Real Madrid FC App Exclusive To Samsung Smart TV
Berlin, September 1, 2011. The deal between the Spanish football club and the
Korean company will be exclusive to Samsung’s Spanish Smart TV platforms.
Access to free content: includes up-to-the-minute coverage of the BBVA
League and Champions League matches. Users can consult information about
the club and first team players and match stats, and have access to videos,
news, results, documentaries about Real Madrid F.C. and a photo gallery which
can be configured as an interactive screen saver for the television.
Access to Premium content: With a monthly subscription fee, users can enjoy
premium content and match coverage provided by the Real Madrid TV channel.
Sponsorship
Eurobasket 2011
Part of Spanish Basketball National Team Sponsorship. The only
sponsor in Live matches via TV channel: “La Sexta”.
Attendance: Around 5,000 people every day. Over 50,000
supporters in total.
Samsung Basket Zone: Huge TV screen + demo area to support
the Spanish team.
Consumer activities: Pictures taken by Samsung SH100; sent to
the screen on site and samsung Facebook profile. Funny photo call
with players images. 2 shown apps: basket android game and a
Facebook competition. VIP area for clients, partners and media.
We achieved an amazing media impact because Spain was the
winner of Eurobasket 2011.
Event
Samsung & Manolo Blahnik MV800 launch event
On 7 September Samsung launched the new MV800 digital camera at the
Manolo Blahnik shop in Madrid. The exclusive new MV800 cameras were on
display around the shop, placed between the beautiful shoes. Guests then had
the opportunity to enjoy a glass of champagne whilst the Digital Imaging Product
Manager for Spain, explained the advantages of the MV800. Then people had the
opportunity of posing for a photo with a pair of Manolos shoes and a Samsung
MV800. The pictures were uploaded to the Samsung Facebook site. Around 500
members of the general public attended and over 100 were photographed.
www.samsungemn.comSEBN /
The Netherlands & Belgium
PR CSR
Press Introduction GALAXY Tab 10.1 Pink Ribbon, Think Pink campaign
On 23 August, 150 key customers attended this launch In the Netherlands we launched a campaign to get
with Winston Gerschtanowitz as ambassador for the celebrity Barry Atsma naked! Every time a phone was sold
GALAXY 10.1 Tab. The event attracted impressive we removed a package, and €10 was donated to the Pink
media coverage on TV and leading newspapers, with Ribbon campaign. The promotion also ran in Belgium but
71 photographers, journalists and bloggers attending, without celebrity endorsement.
resulting in 18 very positive reviews.
Marketing Campaign
Sneekweek Presence The Smart TV Stare Battle
Sneekweek is the biggest inland sailing event in Europe Campaign: From 2 August - 4 October 2011
On 5-11 August, Samsung Service team set up a stand Goal Campaign:
at the event, offering wash/dry, phone charging and free > Increase awareness of Samsung SMART TV
internet for NPCs to attendees. > Let consumers experience the possibilities of Samsung
> 10,000 visitors at the Samsung stand SMART TV
> Drive preference in aspirational target group
> Media exposure through advertisements
> Reach Consumers in a innovative way
> HHP/ S/W updates
Keenan Cahill
> Samsung 3D / Internet TV product experience
> Youtube sensation of 2011!
> Over 1 billion views on YouTube
> Works with famous artist (50 cent, Katy Perry, David Guetta)
> Appearances on major talk shows (Chelsea Lately, etc)
Samsung European Marketing News | Issue 02 | October 2011SEPOL / 16 | 17
Poland
PR
GALAXY TAB 10.1 press event
On 5 September SEPOL held a GALAXY TAB 10.1 press
conference which took place in the Warsaw Racing Centre.
The choice of venue echoes the speed of GALAXY TAB 10.1
and draws media attention during the busy holiday time.
The SEPOL TEL Product Manager explained in detail the
features and benefits of the new GALAXY TAB. After the
conference journalists had a chance to race each other in
professional karts. The winner was awarded a new Samsung
GALAXY 10.1 TAB. Media present during the event: > IT &
Telecom > Online & Blogs > General & Opinion > Lifestyle.
New App
World Cyber Games 2011 Mobile App
Samsung have sponsored the World Cyber Games since their inception – they
are the largest, most prestigious tournament in the world of electronic games.
You can find the latest news related to the WCG, you can check the results
of the qualifying rounds, read about tournament games and get information
about the event. On 6 – 9 October the European finals of the World Cyber
Games take place in Warsaw Expo XXI Centre.
The new App is available on: > Android and Bada system > GALAXY Tab >
GALAXY Tab 10.1 > GALAXY S series
Channel Marketing
All Share project with Vobis IT store Samsung Mobile Live
On 1 September, the SEPOL Channel Marketing The fifth Samsung Mobile Live
Team installed an AllShare demonstration unit in the event took place on 26 August -
Vobis IT store, situated in the best shopping centre in 30 September in 17 Polish cities.
Poland (10,000+ visitors per month). Customers can Samsung will present its latest
learn how different products (Telecom, It, Av, Photo), generation of mobile phones. Every
can communicate with each other wirelessly. AllShare customer who visits the stands can see our innovative
functionality is also demonstrated solutions, handle products and chat with trained Samsung
with specially prepared content promoters. By making our products freely available we hope
on the TVs. Consumers can also customers can witness the benefits for themselves and
experience 3D (TV and Monitor) feel comfortable and confident with Samsung technology.
and learn about the possibilities This year’s flagship models are Samsung GALAXY S II and
of SMART HUB. Samsung GALAXY TAB 10.1.
www.samsungemn.comSENA /
Nordics ( Sweden, Denmark, Norway, Finland)
Promotion New product
GALAXY tab bundle
Samsung Sweden has partnered with media house Bonnier
for the launch of GALAXY Tab 10.1 & 8.9. Consumers get
free newspapers, magazines, movies and TV VOD access
from leading local media brands within each category.
This is a good way to demonstrate to consumers what a
Tab can do. All applications were custom-made for Android
Honeycomb and pre-installed.
Campaign elements included
POS, in-box leaflet with voucher Series 8 & GALAXY S WiFi bundle
codes, print advertising
We launched a premium campaign from 15 September to
and online banners.
31 December to focus on high end sales. End user get a
The response has been GALAXY S WiFi 5.0 with the purchase of any 8-series LED-
very good, products TV (40-60”). The Smart View app (pre-installed) on GALAXY
sold out with activation S WiFi enables remote control, keyboard and Dual View
of vouchers as high function. POS consisted of banner, sticker,
as 25%! leaflet, wobbler, catalogues, carpets and on
product signage and standees.
Fly and try Series 9 experience Retail
In association with Intel, at key airports, we placed a stand
featuring the Series 9 Notebook which were available to
borrow during flights.
To support the campaign: OOH signs on the way to each
airport, trains & buses with the headline: “Love at the first
Monday meeting” + adverts in premium business magazines.
For a romance on board – Fly & Try – Borrow the new Oh la
la Samsung Series 9 here”.
Shop in shop at www.tretti.se
Tretti is the biggest online retailer for home appliances in
the Nordic region. Their head office showroom in central
Stockholm has approximately 100 visitors each day.
Samsung now have the largest area to build a shop-in-shop,
twice the size of Electrolux and Bosch areas.
On display will be: G-series, RL56 & RL60, TWIN, RSG-
SBS. 12kg Arno and Vistula with matching dryer. A built-
In area with double oven steam, inductions, dishwasher,
cooker hood and built-in MWO. Navibot display and a place
where the Navibot can run is also included. Yearly contract
from October 1 2011 to 31 September 2012. This is a
unique opportunity for us to show all our hero products with
a direct sales possibility.
Samsung European Marketing News | Issue 02 | October 2011SEAG / 18 | 19
Austria, Slovenia, Switzerland
Sports Marketing
Samsung World Rowing Cup – Slovenia
Samsung is an Official Sponsor & Technology Partner of FISA, the World
Rowing Federation. It is hoped that this endorsement will help raise
awareness for world rowing, increasing Samsung’s own brand cache and
position as a loved brand within Slovenia.
The event took place in Lake Bled, Slovenia on the 28 August -
4 September. Samsung branding, advertisements and on-site banners
featured at every timing point. We also benefitted from excellent product
placement at the event with 12 Smart TVs in the VIP Lounge and an
experience booth featuring GALAXY Tab, Smart TV and Notebook Series 9.
Samsung Diamond League – Switzerland
On the 6 - 7 September, in Zurich’s busy train station, as a pre event for the Samsung
Diamond League we hosted an event to showcase Samsung’s Smart TV technology, the
new Samsung KINECT games and a competition to raise awareness for the new GALAXY
10.1 Tab.
We further utilised the Samsung Diamond League event on 8 September for CRM. There
were 26,000 visitors and we placed 25 TVs in the VIP areas and a promotion tent in the
Stadium for a KINECT and Smart TV experience area.
Marketing Advertising
Kunstkammer 3D Sneak Preview
“Technology and Art of the Future” - Kunstkammer
Sneak Preview with Samsung 3D TV & PR Conference.
Date & Venue:
12 September, Kunsthistorisch Museum in Vienna
Visitors: 1,000
Product: Full HD 3D TV D8000 Tram Branding in Bern & Geneva
Until December 2012 we will offer the general public a
sneak preview & highlight of the Kunstammer exhibition To increase the brand awareness of Samsung Smart TV &
utilising Samsung D8000 3D TVs. The showreel can be GALAXY S II, we branded the trams in Bern and Geneva.
viewed exclusively in the Golden box structure located in The Bern tram will run until 30 September and the Geneva
the front of the museum. tram will run until 31 December.
www.samsungemn.comSEROM /
Romania, Bulgaria
Retail Marketing
Samsung Experience NPC “Back to school” campaign (BG)
Multi-Product island in Baneasa Shopping Centre (RO)
Experience Samsung Smart TV, Smartphones, new Tab 10.1,
NotePC, 3D Monitors & 3D content from Roland Garos (the
French Open) designed to attract shoppers.
Smart TV Experience Room Domo Ploiesti (RO)
New Samsung Experience Room in Domo Ploiesti shopping
mall- an important centre 60km from Bucharest.
In-store product experience via shop display (RO, BG)
Continued renovation of Bulgarian Technomarket shops +
IT experience tables. Displays in Technopolis: DI branding,
Smart TV experience in Hermes Mall. New GALAXY S and
Tab displays installed in 97 shops (Orange, Vodafone RO).
Smarter Life / in-store promotions Activity: ATL campaign on NPC products to push sales in
1. Buy a Samsung TV get a free: camera, DVD player or a peak back to school season. OOH & City lights: in top 4 main
P7500. 2. Bundle promotion with ‘Pirates of the Caribbean – cities/ 5 malls. Online & Radio: 7 top sites & radio stations/
On Stranger Tides’ Blu-Ray 3DTM Combo Pack (2D & 3D). 500,000 impressions.
Objectives: Promote the new NPC Series 3 models.
Increase image of the Samsung NPC products. Push sales
around the Back to School period.
Strategy: Media mix – OOH, Radio and Online. QR stickers
linked to samsunglaptop.bg directs shoppers to Samsung
NPCs stores. Double target – parents and kids.
Result: OOH bill boards > Central locations, 41 billboards
in top 4 cities. City lights > 5 malls, 4 cities, 20 city lights,
80 QR code signs. Online > Good selection of websites to
reach target (7 sites, 500,000 impressions). Radio: 7 stations,
national and regional coverage.
GALAXY TAB 10.1 Campaign (RO) IFA Berlin Event (RO + BG)
Activity: ATL campaign featuring a mix of 20 & 30 second Activity: IFA Berlin fair is the meeting place for key retailers,
TVC. Online campaign as well as digital project to engage buyers, and experts from industry, trade and the media.
with KOL’s – key opinion leaders (5 VIPs from the most Objectives: Hospitality opportunity for Samsung to show
important TV channel in Romania: PRO TV). journalists and partners new products and new technology.
Objective: Rapidly raise awareness of GALAXY Tab 10.1. Generate PR during the event and post-event.
Communicate benefits within an emotional context. Build a Strategy: Accommodation in the heart of Berlin, to one of the
‘GALAXY lifestyle’, aspirational trend for target. most luxurious hotels – Hilton Hotel (5*). 2 official dinners for 8
Strategy: Mix of two most important media channels. TV for press representatives and 37 dealers – key partners for Samsung.
high awareness (Better to fun TVC). Online to build community. PR coverage: 320 articles in RO. 114 articles in BG. About:
Bring 5 KOLs (from different areas: news, lifestyle, health, Samsung GALAXY Note, GALAXY Tab 7.7, GALAXY Wi-Fi
entertainment, auto, advertising) develop 5 apps. 3.6, Smart TV, Samsung and YouTube partnership, MV800,
Result: TV > 680 TRPs (4 weeks period). Online > 4 weeks NX200, ST96, NaviBot S, Ecobubble, etc. Radio: 1 in RO
(15,000 clicks). End consumer engagement > Estimated 3,000 Stations: Europa FM, About: ChatOn. TV: 4 in RO Stations:
users, comments, likes. 50 developers participating. KOLs Pro TV. About: GALAXY Note, GALAXY Tab 7.7.
endorsement on their social media (blogs, social networks).
Samsung European Marketing News | Issue 02 | October 2011SEP / 20 | 21
Portugal
Brand Launch New Product Launch
Serralves Press Conference Samsung GALAXY Tab Exclusive Party
Serralves and SIM > Free museum What: Samsung GALAXY Tab Exclusive VIP Party
Movement by Samsung multimedia tour in
Location: Hotel Pestana Vila Sol, Algarve
partnership launch took GALAXY Tab 10.1:
place on 6 September enhance Serralves’ visiting When: 20th August
at Serralves Foundation, experience locally Samsung promoted the new 10.1 GALAXY Tab. Attended
Porto. It was announced > Free Android app by various VIP’s to showcase the new Samsung GALAXY
that the Serralves for mobile devices: Tab 10.1.
Foundation and Movimento streamline Serralves’ visiting
Articles generated:
SIM by Samsung has experience.
21 - 18 Print and 3 Online
teamed up in a technology
Articles generated:
partnership that aims to ROI (total) – €50.751,4
7 Print, 21 Online, 1 TV
combine technology with
ROI (total) – €143.521
art - making technology a
privileged way to enjoy art.
With this partnership
visitors get:
SIM Award
SIM Movement presented the SIM
Prize, an award that promotes the best
creativity project. The award received 72
applications from 24 May until 31 August.
PR
SMART TV TRUCK ROADSHOW
Power to the Logo
With SIM – Movimento pela Criatividade em Portugal by
Samsung, national artists are invited to make their personal
interpretation of a creative “Yes”. Noiserv was invited to
create music with Samsung product sounds. The artist
chose two mobile phones, one printer, one tablet, one
laptop, one camera and one camcorder and made his own
interpretation of SIM.
The Samsung virtual living room experience has been
designed to offer a mobile platform to best present the
Samsung Smart TV and its 3D technology. This month
the truck visited Lisbon and we invited a group of VIP’s to
witness for themselves 3D TV and the Smart TV platform. It
took place on 9 September at the Vasco Gama Shopping
Centre, Lisbon.
Articles generated:
1 Print, 2 Online, 1 TV.
ROI (total) – €26.061
www.samsungemn.comSECZ /
Czech Republic, Slovakia
Product Launch
Samsung ecobubbleTM Launch
Samsung presented to journalists from the professional and lifestyle
media titles the new line-up of ecobubbleTM washing machines at the
theatre Na prádle in Prague on 13 September.
The presentation included a showcase of the ecobubbleTM technology
and helped us to strengthen the relationships between us and the 35
influential journalists who attended.
There was a special short theatre play called “The fight against dirt”
and the second act was a Samsung Bubble Show.
Samsung Displays
An informal meeting with journalists from professional and
lifestyle media took place in Jet Set City Center, Prague, on
16 August.
Stanislav Coufal, Product Manager of Samsung Displays,
presented nine different types of displays and explained
their most important features and benefits.
Each journalist was given a press pack with relevant press
releases, brochures and a CD with all images and brochure
materials.
New Product Promotion Marketing
GALAXY S II Online Campaign BGS Partners Forum 2011
In September we launched a strong online campaign to We organised a Partner conference of our IT distributor
support the official sales launch of GALAXY S II in Slovakia. BGS. It was the biggest meeting of all producers and
sellers of IT technology in Slovakia. Samsung presented all
Elements included:
IT news at the product exhibition during the Forum.
• Server branding
• iLayers on selected servers
Screen brightness communication
• Classical Online Banners
Strong communication of various consumer benefits
Samsung European Marketing News | Issue 02 | October 2011SEH / 22 | 23
Hungary
PR Events
Series 9 NPC launch events IFA Berlin
On 31 August and 13 September, two press events were held for the IT and SEH invited 10 journalists to the IFA
Lifestyle press to officially launch the Series 9 Note PCs. 17 IT related journalists exhibition in Berlin.
and 31 lifestyle media journalists attended. 26 articles were generated within
Activities included hosting, one to one
one week on the most important online sites and in the Hungarian Metropol.
interviews, product testing (Series
‘Power and style – two words that characterise the new premium Series 9
9) and participation in two press
notebooks.’ (Metropol).
conferences. 275 articles generated.
PR
CE Dealer Show 2011
15 – 16 September, 136 participants
Main topics:
> Sales and promotion plans.
> Q4 activities.
> Order management, forecasts,
advance orders.
Feedback:
> ‘The best event from Samsung
in the last 5 years.’
> ‘The level of information was just
right. The presentations were bright,
tight and to the point.’
> ‘The quality of the venue and
programs was to a high standard.’
> ‘Unforgettable day with a great
party at the end.’
www.samsungemn.comSEB /
Estonia, Latvia & Lithuania
Sports event
GALAXY S II Eurobasket launch
> TV campaign – 30’’ TVC
> EuroBasket broadcast advertising –
GALAXY S II TVC featured in ad breaks
> Friendly games:
– Animated logo feature on board during friendly games
– Samsung logo placement on the basketball field
– Samsung logo on the team uniform
> Pillars for GS2: 3 weeks (w34 & w35 – 78 places)
PR
Olympic Torch Bearer
Date/Location: 16 – 18 August 2011, in Baltics region
ATTENDANCE: Samsung Ambassadors for London Olympic Games,
I Radevica in Latvia (long jump), R Javtokas in Lithuania (basketball),
M Pahapill in Estonia, representatives from SEB and National Olympic
Committee.
AGENDA: 16 September.
FEEDBACK: Broad public exposure. Great portrayal for the Samsung
brand and opportunity for all to witness the spirit of the Olympic
celebration (in spirit of motto: “everyone’s Olympic Games”).
Retail
Samsung Eurobasket Retail
EuroBasket activation in retail - special zone
branding and activities in 4 shopping malls.
Hotel/Restaurant/Cafe zones:
> Branded LFD screens
> Promo team with mini-games > Giveaways
> Table tents > Table pads.
Samsung European Marketing News | Issue 02 | October 2011SEGR / 24 | 25
Greece
Applications
Sports apps for Smart TVs Content includes:
• Latest sports news
In a drive to expand available content for the Samsung • Video footage
Smart TV platform, SEGR has teamed up with • Relevant photo reportage
applications developer, sport.gr, to offer a range of sports • Front pages from all the sports newspapers
applications for Greek & Cypriot consumers, launched on • Sports blog deck
19 September.
These apps are designed to offer consumers up-to-date
and real-time information on local football, basketball and
motorsports events.
Smart TV users can further interact with each other via
bulletin boards whilst watching live webcasts and web TV.
Marketing
IFA 2011 – Customer & Media Trip
What: Invite customers & local media to attend Europe’s Results:
premiere consumer electronics fair > Attendees: 20 customers / 17 media
When / Where: September 1-7 / Berlin, Germany (12 invited from SEGR)
> More than 100 press clippings
Objectives:
> Maximize Samsung’s brand awareness, latest product > The only Greek company achieving TV coverage (SKAI
lineup and ongoing brand innovation TV News 18:00 & 21:00)
> Offer the top ‘consumer tech’ media access to our
latest products and give them the opportunity to meet our
sales and marketing teams and get ‘hands on’ experience
of our products.
www.samsungemn.comwww.samsungemn.com Samsung Electronics Co., Ltd. Samsung House 1000 Hillswood Drive Chertsey, Surrey KT16 0PS
You can also read
