Brief Description on the task- Samsung are due to launch the Galaxy IV mobile phone and approached Big for some creative concepts to communicate its launch. Write a creative brief for a new advert to promote the Samsung Galaxy IV.
Background– Samsung Group is a leading global technology firm originating in South Korea, who has many subsidiary products under their electronics group. The focus for the brief is based upon Samsung’s Telecommunications arm, focusing primarily on the launch of their new Samsung Galaxy IV release in the smart phone market. Samsung’s primary competitors are Apple with their iPhone range and HTC with their Android and Windows based systems. The market is highly competitive and trended by release and reliance on service operated contracts. With releases strategically coinciding within another to allow consumers to update annually. This is the fourth phone in this range of phones and is seen as a serious rival to their competitors, especially Apple as evidenced by recent well publicised legal battles between the two firms. There are existing advertisement campaigns currently in place for the Galaxy range and this will be the next instalment.
Objective- To produce an innovative TV & printed campaign that encourages current and new mobile users to immediately upgrade to the Samsung Galaxy IV by creating desire & relation to the phone’s features making Samsung Galaxy IV the number one smart phone in the eyes of the consumer.
Target audience- This campaign for the Samsung Galaxy IV will be aimed universally at existing Samsung Galaxy customers and non-brand loyal consumers of competitors. Securing between 5-10% market share of competitor’s existing customers.
The primary target audience will be current Samsung customers, encouraging them to upgrade to the latest model, with a focus of converting 80% of existing Galaxy users to the latest version. This would be at the renewal of their new contracts with a reduced number of early upgrades.
The secondary target are casual phone users of competing brands with little brand loyalty and encouraging them to trial the latest phone.
The demographic will be young professionals who want to stay connected and the secondary segmented market will be people with a disposable income.
The phone will also not isolate other markets and incorporate this via the campaign.
Purpose of advertisement –
- To increase brand loyalty with existing customers, while generating interest and desire within customers of competitors
- To maintain and increase market share within smart phone market by between 5-10%
- Differentiate Samsung Galaxy IV against competing brands in terms of features and brand attitude
- Integrate both print and TV campaigns universally.
Key Message – for the advertisement campaign is “Something new”. The campaigns will focus around the “Something new, something real” and something new, something better!” concept. This will show the evolution of the phone and development of the Galaxy brand of phone, while representing the changes in life and how change can be for better. Encouraging people to change their phone. This will lead on from the current campaign message which focuses on staying connected.
The principle theme of the advertisements will follow on from the initial concept and develop on to the next journey of your life. For example focusing on the next stages of people’s lives of importance and how the Samsung Galaxy can be incorporated within these miles stones of life. Such as new jobs, going off to university and even to major events such as births and marriages. This will reflect a real element to the campaign, which doesn’t focus solely on design and features, but show how practical these features are in a real life setting and how the Galaxy IV is an essential part of life.
The reason for this concept is to highlight the differences between competitors. Giving Samsung a real and human approach with a broader target market. Rather then the clinical design drive focus of the competitors.
Time line –From the date of allocation, the Agency will have a strict 6 week deadline to put the campaign together so that it will run throughout the height of Winter Season and be ready for launch. This campaign will follow a ‘Pulsing’ structure which will run from prior to launch until 3 months after initial release, until its peak and will run until saturation of the market in order to keep up awareness of the phone.
- Reinforce the continuation of the Samsung Galaxy brand and highlight the evolution on the phone through the campaign.
- Advertise the unique selling points of the handset and also draw on similarities but communicate benefits of the Galaxy over the competitors
- Every advertisement should focus on the “Something new” concept drawing inspiration from new milestones in our target and an extended market life.