Results and Effectiveness

-Within one week of the event, there were 330 million clicks and reposts about the activity on the internet and 476 online media have reported the news. We held the activity in Beijing, Shanghai, Chengdu, Guangzhou and Shenzhen one another. After the event is over, the sales goal in these 5 cities have reached to 200%.

Creative Execution

-We set up “Samsung UHD TV- Discover True Detail” off line event in 5 main cities to hit our target consumer. Also, we have invited reporters, key opinion leaders to have a first trail in the activities. -At the same time, we also cooperated with online media, such as Chinese social site Weibo & Web chat to spread out the news. Moreover, we have selected key print media, such as China Daily news paper to officially intro the new product launch from Samsung. -The campaign has made more than 330 million clicks and 476 media posts.

Insights, Strategy and the Idea

To own 4K UHD TV market in China and show Samsung brand power as leadership. 30~45 yrs old, high income, married with kids, living in metropolis. They always pay attention to high-tech electrical appliances and really care about the viewing experience of television. Our target audiences are wealthy Chinese people mostly. They are very interested in Chinese traditional culture and art. And television is a very good vehicle to show the art. So we want to make a combination between Samsung UHD TV and Chinese traditional culture. Make an outdoor artistic work in shopping mall, which combines a big Chinese landscape painting with UHD TV. Attract people’s attention and let them to get closer to Samsung 4K UHD TV. Experience the amazing picture quality and then realize that the real 4K technology can brings you unbelievable true detail of image.