Creative Execution

1. Build recognition by creating a big event Step 1: “Project your love” activity on the Internet upload pictures or videos of expressing your love, and might be chosen to be part of the largest phone projection in the world Step 2: Offline activity 100 SAMSUNG projector phones created a world record with Guo Jingjing at Beijing Solana Mall at 7:00 p.m. on June 7. Step 3: Maximize communication The big event drew the attention of a large number of SNS users to SAMSUNG BEAM2. 2. Experience marketing Create various scenes on the site to attract netizens to experience them. 3. Sales support Carried out various sales activities. and a large quantity of ads channel consumers to sales webpage directly.

From May 26 to June 6, the online interactive activity #Project your love# attracted wide attention and more than 230,000 netizens participated in the activity with over 130,000 works uploaded. At 7:00 p.m. on June 7, Solana Mall was crowded with audience. Consumers showed great interest in the world record created by BEAM2 projector phones. From June 7 evening to June 9, the big event caused a sensation on SNS. The micro message was read for 17,621,969 times, shared by 134,306 users and received 38,211 comments. Sina topic “Project your love” has been searched for 2,979,187 times.

In May 2014, Samsung projector phone BEAM2 came into the Chinese market. As a new technology product, the key problem is how to build recognition of the product among consumers quickly and encourage them to buy it. We finally came up with the most direct method – draw consumer’s attention quickly by creating a big event. Our strategy is to invite Diving Queen Guo Jingjing to set a world record by creating the longest projection in the world with 100 projector phones. With the building of consumers’ recognition by this event, and in combination with experience marketing and sales support, we aim to build the No. 1 brand in projector phone market.