Media: the doorstep of consumers. In October 2016, Samsung

Media:

The video has featured across
Samsung website and other digital platforms including social media channels as
the video is 4:00 seconds which was released on December 30, 2016.

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Execution:

Samsung India has
launched a national wide television and digital campaign showcasing its initiative
to take customer service to the doorstep of consumers. In October 2016, Samsung
launched 535 service vans to ensure timely service to customers in the remote
corners of India. Samsung service network has increased from 2000 to 3000
service points where it (Samsung) can reach maximum areas and making Samsung service
network the largest in India.
  

Campaign
Acceptance:

Cheil India is a
marketing company under Samsung group which offers advertising, public
relations, shopper marketing, digital marketing etc. Samsung service film had a
great emotional impact around the world. Samsung India, the country’s most
trusted brand in the mobile and consumer durable categories has strengthened
its commitment to provide quality service in both urban and rural areas by
augmenting its service network.

Campaign
results and awards:

The campaign went viral
when it was launched on December 30, 2016, getting nearly 20 million views on YouTube
in first week itself (January 6, 2017). After one and half month, the film has
become the highest viewed advertising video in consumer electronics and smart
phones category worldwide and highest viewed advertising video on YouTube
across all categories in India.

Samsung India, has won
Special International Advertisement Award at Prestigious Korea advertising
Awards for “We will take care of you- where ever you are” campaign.

Essence of the Campaign:

Instead of talking
about the product, Samsung has created a storyline that depicts the emotional
story of Samsung service van engineer, who goes to a remote area to provide the
service by highlighting Samsung’s vision of creating long lasting relationship
with its consumer’s thoroughly timely service across the country.

Why digital media:

Samsung wants the
campaign to be seen by customer where ever they are in India. The campaign is a
360 degree one stretching across both ATL and BTL. Through digital media the Advertisement
can be flexible, time saving, cost effective, user can view the Advertisements
more number of times as per their desire and the viewer’s preferences and
interests can be analyzed. Digital media is accessible to any type of customer
irrespective of demographics where the brands can easily penetrated into the
market.