The Campaign

Pre-launch: 1.Pre online hits：During pre-launch period, Cheil OpenTide develops a website for the campaign, aiming to make noise online two weeks before its launch, drawing public attention and foreshadowing the upcoming activities. 2.Select media for in-depth cooperation: Creativity of this campaign lies in displaying natural scenery on Samsung UHD TV. To showcase the optimal resolution of the product, we initiate an in-depth cooperation with National Geographic Channel, inviting their team to visit Jiuzhaigou Valley, the best place for natural scenery in China. Their profession in documentary for natural scenery provides us with the best videos for showcasing on Samsung UHD TV in the campaign, emphasizing the outstanding resolution of Samsung UHD TV. Campaign Launch: Celebrity effect: During the planning stage, we would like to invite celebrities from the entertainment industry (Director Wang Quan An) to the offline activity spot, arousing more attention and generating greater PR effect, together with extensive media coverage. Post-launch:During the midst of campaign, we hire production house for recording the whole campaign which will then be edited as Viral Video for online circulation, achieving the aim of widespread influence.

The Brief

* To own 4K UHD TV market in China and show Samsung brand power as leadership. * To draw pubilc attendtion & to raise wareness for Samsung UHD TV

Results

-This campaign is launched from 15th November to 20th Decemeber. During the period, the market share of Samsung UHD TV grows rapidly from 4.1% (Oct) to 9.2% (Nov), and further to 10.5% (Dec). There is also relative increase in the sales data, for example, compared to 26 TVs sold in the 3rd week of Oct and sales is boosted up to 170 sold in the third week of November (the first week after the launch of campaign). Hence, the campaign has brought direct and positive influence to the growth of sales. *Source of data：AVC GFK Report

Execution

Media Coverage: -0.33 billion online coverage, in other words, at least 0.33 billion people have read about our ads and contents of campaign; -10 million Online buzz, approximately 10 million reviews on posts by us and those shared by consumers; -7.68 million search rate on Baidu in 5 major cities. The awareness of Samsung 4K TV has increased 41% in the 4th quarter whereas media attention has increased 100%; - Up till 18:00 23 December, there are 76 posts from online media, 69 posts on channel homepage, 35 print ads, 11 of which are Tier 1 level print ads. *Source of data：OTI report

The Situation

Since the second half of 2013, China market of UHD TV (4K UHD TV) has grown rapidly. Samsung officially launched UHD TV in September 2013. With regard to current market of UHD TV in China, there is severe assimilation of UHD TV ( 4K UHD TV）. TV producers, whose products are mainly of local brands, are launching their UHD TV or 4K TV successively; therefore, the major challenge is to gain the greatest market share in this fast-growing market.

The Strategy

During pre-launch period, Cheil OpenTide develops a website for the campaign, aiming to make noise online two weeks before its launch, drawing public attention and foreshadowing the upcoming activities. Select media for in-depth cooperation: Creativity of this campaign lies in displaying natural scenery on Samsung UHD TV. To showcase the optimal resolution of the product, we initiate an in-depth cooperation with National Geographic Channel, inviting their team to visit Jiuzhaigou Valley, the best place for natural scenery in China. Their profession in documentary for natural scenery provides us with the best videos for showcasing on Samsung UHD TV in the campaign, emphasizing the outstanding resolution of Samsung UHD TV. During the midst of campaign, we hire production house for recording the whole campaign which will then be edited as Viral Video for online circulation, achieving the aim of widespread influence.