A campaign for Samsung LED

Worldwide = globallyPeter Wang Di

Ethenia NoviantyJeong Yumi

Samsung LED TV is a world’s

first LED TV in a new

dimension.

It has an advanced technology

to convert any 2D content into

3D. So the audience will enjoy

any content from their TV in a

real and better way.

Campaign

objective :

that Samsung

own the

conversion

feature in the

3D LED TV

market.

Mandatory : to

use social

media to bring

forth the

benefit of

Samsung 2D

to 3D

conversion.

Campaign

coverage :

global

Tone and manner : attractive, enjoyable, real

Target audience : demographic : 8-60 year old, live in urban, SES A

Psychographic : modern, following the trend, new technology adaptor

Consumer insight

• The TA can not feel something and realize how important

that things are until they’re losing them. For instance, 3D

life.

Preferred

communication

medium

• Real experience through some events and ambient media

Desired response

• The TA would find that they can’t live in 2D world, that’s

why they need Samsung LED TV with 3D technology. (create

public awareness and information about Samsung LED TV)

1st phase

Create an advertisement to

lead the TA to go into the

social network created to

this campaign (user-

generated content website).

The advertisement will be in

outdoor advertisement

(ambient media and poster).

We’ll put this advertisement

in a place where the TA can

see it (railway station, bus

handling, etc where the TA

actively move).

For the poster and ambient

media we will put QR code

and also website address to

lead the TA to open the

website from their mobile

phone, laptop, etc.

Microsite (social media user-generated

content) and also facebook page and

twitter. The Facebook page and twitter are

actually part of promotional tools to

promote the microsite and invite people to

upload their funny videos.

Microsite address :

www.liveinapaper.com

Inside this microsite, we will invite the TA

to upload their funny video about how

they live in the 2 dimension (how they

move their body only in 2 dimension,

which is right and left and up and down).

And later, we will ask the people to

register and log in into this microsite to

vote for their favorite video. And the

people who got the most voters and also

some lucky ones voter will get a prize later

(from Samsung LED TV).

We will create some “game”

events in some potential

public places, such as :

crowded shopping mall, MRT

station, etc. This game is

about how they can finish the

challenge to take and move

some boxes to the other

sides by only move their

bodies in 2 dimension (only

move to the right, left, up,

and down).

Since this is a funny game,

then a lot of people will

participate or just see how

this game work. Then it will

create a viral form of

communication. People will

tell about this game to their

friends, family, relatives, etc

with the power of word of

mouth and also the social

media that they have

(Facebook, twitter,

foursquare, youtube, plurk,

etc).

So then this “live in 2D” will

be published to more people.

There may also be some

media who report and write

about this funny game

(without noticing what game

actually it is for).

For the winner of this games in

each spot (the one who can

collect best point) will get a

prize in a coupon that can they

exchange with the prize later.

The prize will be Samsung LED

TV (without telling what the

prize that they will get in the

coupon).

For every participants of the

game will also get an invitation

ticket to watch movies and play

the games in a place called “3D

palace” (a place where in every

sides inside the room will be

covered with Samsung LED TV

(on the ceiling, on the wall, and

also on the floor) so that the TA

will experience to live in a world

full of 3D after they had to live

in a 2D world.

3D

Palace

The invitation tickets are

also available for every one

who logged in

www.liveinapaper.com,

whether they are video

uploaders and also the

video voters.

The 3D palace visitors will have

many choices and many range of

movies (animation, action,

thriller, war, comedy, drama, etc)

and also games (action,

adventure, race, sport, etc) to be

watched and played there, so they

can have the best experience.