Situation:
A) Netbooks – Following the success in demand & sales that Samsung Netbooks had in the US and Europe, Samsung SELA decided to introduce their own in our markets. Although we were late comers, Samsung believed that because the Netbooks were made by a brand that is highly recognized and respected, they were going to appeal to the market. We needed to create buzz about Samsung’s latest addition to their already successful lineup of products by implementing various tactics on their launches
B) Notebooks – Although already present in many markets, consumers had very little knowledge that Samsung actually makes this product. We must build awareness among consumers.
Objective: Educate, create awareness about Notebooks PC. Build trust and loyalty among consumers.
Insight: Create a 360 creative campaign which clearly communicates visually and textually the relationship of the Notebooks and Netbooks with the brand name. Position the product as premium, beautifully designed but also affordable since we offer entry, middle and premium lines.
Solution: Increase awareness through various communication channels:
1. Promotions in key areas where there’s heavy traffic so consumers can interact with products
1. Offline campaign: Print
2. Online campaign: portals and social media outlets
3. Coop-Advertising with Microsoft, Intel and distributors
4. OOH: Costa Rica, Guatemala, El Salvador, Nicaragua, Panama, Educador, Dominican Republic
Results: Work in progress