Samsung

Samsung

Objectives

Establish a new beginning for Samsung Digital Cameras. Implement a strategy to initiate brand appreciation and build growth for both trade and consumer.

  1. Increase brand awareness of Samsung in the digital camera category.
  2. Reinforce trade relationships by demonstrating Samsung’s strong ability to compete in the digital camera market.

Solution

  1. Went to the streets with six customized, Samsung BobCars to reach consumers in non-traditional settings and served as mobile, interactive showrooms.
  2. Staffed each mobile showroom with two Brand Ambassadors extensively trained on Samsung’s products.
  3. Featured an array of Samsung digital cameras in each showcase for passers by to try out first-hand as well as a Samsung LCD TV Monitor, streaming promotional brand videos and commercials.
  4. Generated roadside impressions when the mobile showroom was in transit, as the exterior was fully designed with Samsung branding, the flip-up doors served as moving billboards attracting non-stop head turns.

Results

INCREASED CONSUMER BRAND AWARENESS WITHIN THE DIGITAL CAMERA CATEGORY BY
200%
INCREASED TRADE INTEREST AND DISTRIBUTION COMMITMENTS BY
300%
1.5M
IMPRESSIONS

Client Testimonial

The Mobile Showrooms are more approachable and user-friendly than larger promotions staged from 18-wheelers, where products are often viewed from afar or behind glass. The opportunity for the placement of the Mobile Showrooms in the future is virtually endless. The BobCars can be included at local store grand openings, town fairs, and pretty much any size event one can think of.

Stewart Henderson - VP of Marketing

>> View More Case Studies <<