Results and Effectiveness

The experience became the hot topic of tweeters, Fans and the Press, generating vast coverage and a web search increase of 120% TAB SOLD 25,000 UNITS during activity period propelling Samsung Galaxy Tab to A MARKET SHARE OF 70% in the tablet category (Source : AC Nielsen Sales Audit) Samsung ranked the Most Aspirational brand of 2011 in Brand Wagon -Synovate survey on Top Brands 2011 & success of Samsung Galaxy Tab played a vital role in this.

Creative Execution

Idea: We converted the entire cinema screen into a Samsung Tablet to drive the content experience- WE CREATED INDIA’S FIRST TOUCH SCREEN CINEMA. This was the smartest way to make consumers sample the touch experience and ease of content consumption. The idea was to demonstrate the product on a scale never imagined by ‘turning cinema screens into touch screens’ Series of messages about different parts of cinema viewing experience were shown in the Samsung Galaxy Tab Cinema Screen. For each message, icons were displayed on the cinema screen that started the content with just a touch. This was done with ‘sound effects’ bringing alive the whole Bollywood experience inside a Samsung Galaxy Tab. This innovation happened across 45 movie halls & 8 locations over a period of 3 months

Insights, Strategy and the Idea

Galaxy TAB is a product like no other – a device where work and play are simultaneous and seamless. It redefined the convenience of content consumption Samsung’s challenge: Samsung aimed to take the lead & accelerate the category growth & ultimately enjoy a minimum 50% MS as the market matures by reaching to families As per research figures the usage patterns on tablets were mostly around web browsing(74%),email(34%) and watching video’s & sharing photographs (26%).Now BOLLYWOOD IN INDIA IS THE EPITOME OF CONTENT CONSUMPTION right from our audience thronging cinema halls in hordes to the intensity of watching the movie. Also, it was verified from TGI that CINEMA IS THE MOST CO-RELATED MEDIA VEHICLE TO THE GADGET FREAK AUDIENCE (Love to buy new gadgets and appliances) and hence Cinema was chosen for the impact on right audience over TV & Print