Category: Best integrated content campaign
Advertiser: SAMSUNG ELECTRONICS
Product/Service: MIRROR-POP MV800 CAMERA
Agency: HAKUHODO CHEIL
Executive Creative Director: Baekhyun Lee (Hakuhodo Cheil)
Account Director: Kuhyun Yu (Hakuhodo Cheil)
Chief Executive Officer: Kyu Hyun Choi (Hakuhodo Cheil)
Account Director: Yong Jin Kwon (Hakuhodo Cheil)
Art Director: Won Hee Jeong (Hakuhodo Cheil)
PD: Yong Hyun Cho (Hakuhodo Cheil)
Account Executive: Woo Chul Jung (Hakuhodo Cheil)
Art Director: Sung Joo Lee (Hakuhodo Cheil)
Media Director: Ji Hoon Won (Hakuhodo Cheil)
Media Buyer: Sang Yoon Hong (Hakuhodo Cheil)
Account Executive: Yang Jin Lee (Hakuhodo Cheil)
Brand Director: Jae In Kim (Samsung Electronics)
Account Executive: Ha Kyung Yoon (Hakuhodo Cheil)
Director: Dong Hoon Kim (Zoo Production)
Brand Manager: Jae Seung Kwak (Samsung Electronics)
Brand Manager: Jin II Lee (Samsung Electronics)
Copywriter: Tea Young Kang (Hakuhodo Cheil)
Brand Manager: Yoon Jeong Choi (Samsung Electronics)
Copywriter: Ji Ae Yu (Hakuhodo Cheil)
Art Director: Da Sol Choi (Hakuhodo Cheil)
Media placement: Film - Cinema - 10-24 September 2011
Media placement: TV Campaign - TV Channels - 10 September 2011
Media placement: Internet - Online - 31 Augst 2011
Media placement: Poster - Outdoor - 5 September 2011
Media placement: Newspaper - Print - 10 September 2011
Media placement: Electronic Ticket Machine - Cinema - 10 September 2011
Campaign Description
Samsung camera was absolute no.1 in the ‘compact’ market of Korea. However, a very powerful rival appeared in 2011. It was Smartphone. The penetration rate of smartphones rapidly increased in the market of Korea, where the change in the trend of IT equipment is the fastest.
On the other hand, the sales of compact camera started to drop, with other IT equipment, such as MP3 and PMP.
Effectiveness
The new Samsung camera MV800 camera, nicknamed ‘mirror pop’, enables you to shoot from various angles.
How do you introduce Samsung Camera’s New Compact Camera to young customer in a way that’s never been done before?
Idea:
A powerful content that is influential throughout all Asian regions, thanks to Korean Wave, not confined to fashion or online: a movie. We cast 2 famous actors: actress Hyoju Han, a Korean Wave star, and JaeHoon Lee, Best Rookie 2011.
In addition, we harnessed special media for our movie in Korea no.1 multiplex, CGV. It was shown during the break time between movies. This form of movie is called an ‘Inter-movie’.
Action Plan:
A specific movie marketing strategy was planned, focusing on movie theatres.
- Take 1.
Teasing: Self-portraits of actors were publicised on blogs. It became the topic of many articles.
- Take 2.
Interactive Trailer : Subsequently, the movie trailer aroused an explosive reaction tied with interactive on-line quiz events.
- Take 3.
Preview Promotion : The Intermovie preview event was conducted before 3 days to release. Attention toward it was amplified on major online sites, and in press.
- Take 4.
Open: Finally, the movie ‘I See Love’ was released on the Korean Thanksgiving holiday. We advertised the movie by poster/leaflet/electronic ticket machine and X banner, which enabled people to watch the movie via scanning their mobiles. Also at the same time, multi contents of the movie ran on TV, NPP and the Internet.
- Take 5.
Follow Up: For the Intermovie’s promotion, the main actor held a signing event at the Suwon World Cup stadium. Moreover, a psychological test game placed on the Internet became popular across SNS sites.
Implementation
Our main target audience was young woman. (20 - 30's age range)
We had to attractively represent the new, diverse usages of this product to consumers. Moreover, a powerful content was needed which can penetrate the touch point of media, which is explosively emphasised by young consumers on TV, Internet and Mobile.
By the way, what are their interests? What Information did they search online last week?
It was:
- movie contents (75%)
- weather (64.3%)
- fashion (60.2%)
- financial (58.6%)
- music (49.4%)
Therefore, we made a romantic movie, and a specific movie marketing strategy was planned, focusing on movie theatres.
Outcome
The Intermovie was viewed by 8m people at the theatres, on the Internet and on their mobiles. A similar number of people watched Avatar, which was the best box office hit in 2011.
The PR effect translated into a result of ₩1.8bn, and recorded the best sales by the shortest term by selling 60,000 cameras in Korea only in 2011. It was chosen as the Best Hit Camera in 2011.
The market share of Samsung cameras in February 2012 was recorded as 56% for the first time in this campaign.