The Brief

To own 4K UHD TV market in China and show Samsung brand power as leadership.

Describe how the promotion developed from concept to implementation

-Based on the function Samsung Ultra 4K TV and the media behavior of target audience, we think the best way to intro this new product is through an effective exhibition tour via national wide. Thus, we settled 5 large-scale off line event at 5 main cities in China. -Meanwhile, in order to maximize the results, we have combined mass media including online video, Chinese social sites, and some print media to increase awareness. -The campaign response rated was achieved with sales raised by 200%, 330 million online clicks.

Describe the success of the promotion with both client and consumer including some quantifiable results

-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%.

Explain why the method of promotion was most relevant to the product or service

-We believed the most effective way to let consumer familiar with the product is to let them try it! -So we throw up this off line campaign by offering consumer a trail experience before get into market.