Brandpurpose:Samsungserves their customers at any place, at any time to again customer satisfactionand build never ending relationship. Introductionof brand: Samsung is a South Korean multinationalconglomerate and founded in 1938.
Over the next three decades, the groupdiversified into areas including food processing, textiles, insurance,securities and retail. Samsung entered into electronic industry in late 1960’s.Since 1990, Samsung has globalized its activities and electronics, particularlymobile phones and semi-conductors has become major source of income. As of2017, Samsung has the 6th highest global brand value.Brandcreative strategy: Samsung has created itsAdvertisement that it provides the service at any remote place of the country.In this advertisement their service engineers help the customers in providingon time service by avoiding all the circumstances to reach the customers. Inthis advertisement they have used blind children where they live in the remoteplace.
They call to the Samsung service then they respond to them. They contactto the customer care when they have problem with the Samsung television and oneof the child from their group will be selected for national auditions. So toview that on the television their service engineers approach on time before theprogram starts.Then the authorizedperson repairs and makes it work before the program starts in TV. So thecreative strategy is make the people aware that they will respond on time andmake the customers happy.Media:The campaign haspromoted through Samsung website and other digital platforms, social mediachannels, the video is 4 minutes which was released on December 30, 2016.Execution: Samsung has launched anew television and digital campaign exhibiting its initiative to take customerservice to the doorstep.
In October 2016, Samsung launched 535 service vans toensure on time service to customers in the remote areas of India. Samsung servicenetwork has increased service points where it (Samsung) can reach maximum areasand making the service network the largest in India. CampaignAcceptance:Cheil India is anadvertising agency under Samsung group which offers advertising, publicrelations, shopper marketing, digital marketing etc.
Samsung service campaignhas a great emotional connect across the world. Samsung is the country’s mosttrusted brand in the mobile and consumer goods categories has strengthened itsresponsibility to provide quality service in both urban and rural areas byautomating its service network.Campaignresults and awards:The campaign was spreadfast when it was launched on December 30, 2016 by getting twenty million(approximate) views on YouTube in first week itself. After one and half month,the campaign has become the highest viewed advertising video in home appliancesand smart phones category worldwide on YouTube and also across all categoriesin India. Samsung has won SpecialInternational Advertisement Award at Prestigious Korea advertising Awards for”We will take care of you- where ever you are” campaign.
Essence of the Campaign: In the campaign, theSamsung service engineer has travelled to a remote village to repair a Television,this shows that they can go at any extent for customer satisfaction and forlong lasting relationship. The emotional part in this advertisement hascaptured customers from different age groups and regions.Why digital media:Samsung wants itscampaign to be flexible so that it can be reached to the customers wherever theyare. The campaign is a 360 degree advertisement focusing on both above the line(ATL) and below the line (BTL) activities.
Through digital media theAdvertisement can be time saving, cost effective, user can view theAdvertisements more number of times as per their desire and the viewer’spreferences and interests can be analyzed. Digital media is accessible to anytype of customer irrespective of demographics where the brands can easilypenetrated into the market. Challenges:· Innovation driven advertisements andemotional connect with the people.· Maintaining long lasting relationshipwith their customers all over the country.· As shown in the advertisement, theproviding the service on time as the major challenge.