Samsung: Strategic Creative Digital Rationale

1. Proposal for
SÃO PAULOLISBOA LUANDAMADRID

2. THE CHALLENGE
 MOVIMENTOSIM
The “Movimento SIM” is an artistic creative initiative created and
sponsored by Samsung which aims at enhacing artistic by leveraging the
artistic exposure of emerging young artists
To trigger a greater bond between cultural artistic expression
and its target audience with the aid of technology, creating better
awareness for the artistic “new blood” offspring

3. 3
INSIGHTS
DOES IT HAVE
TO?
 Movimento SIM has to communicate to mass market.
YES
 We have to address the differenttargets in very differentways.
RIGHT ON
 Create content- yes, BUT not only - co-creation and interactivity are key.
 Samsung needs High visibility
A MUST!!

4. COMMUNICATION STRATEGY
ANALYSIS

5. POSITIONING
Creativity
To promote and push
creativity in Portugal
materialized in
YOUNG MINDED PEOPLE
Artistic elite
Creative
masses
Artist
Mass
market
ADVERTISING
ARCHITECTURE
VISUAL ARTS
FASHION
MUSIC
PERFORMING ARTS
SOFTWARE AND APPS
MOVIES
COOKING
CREATIVE INDUSTRIES
COMMUNICATION BY CONTAMINATION CAN BE A SLOW PROCESS

6. 7
BRAND POSITIONING
CONCLUSIONS
1.With Movimento SIM, Samsung communicates with the artistic elite. In order to be intrinsically associated
with creativity, Samsung has to conquer this target and to do so, it needs special codes, language and
content.
2.Notwithstanding, Samsung needs to address all young minded people. Not just the artistic elite. And that
requires a totally different approach.
3.Samsung places itself too much in the sponsor role. In order to gain more affection, it needs to take a more
center role - needs to own it’s activity.
4.As a brand, Samsung is well known but it is not yet a loved brand by the local consumer. New products are
putting the brand in the right track. Now it needs a WOW factor in communication.

7. CAMPAIGN GOALS
• Reinforce Samsung‘s connection to creativity across its target audience
• Bring the Samsung brand to the center of communication
• Generate interactivity and co-creativity with (some of) the target
• Think communication as Omni-Channel- not On & Off line
• Increase DB of people connected to the brand and build relationships
• Start building Samsung as a Love brand

8. it’s their life
it’s their dream
it’s their hobby
it’s their entertainment
THE TARGET AND CREATIVITY
YOUNG MINDED PEOPLE
Artistic elite
Creative
masses
Artist
Mass
market
Creativity is important to
everyone.
but at different levels
They want to see
They want to
participate

9. WHAT AND HOW TO TALK
YOUNG MINDED PEOPLE
Artistic elite
Creative
masses
Artist
Mass
market
MessageExplore creativity.
W hoknows where it leads you?
Platforms
gives you
Success
gives you
Experiences
gives you
Rewards
& Entertainment
Platform 1
Empowers the artist and the wannabe artists.
Provides interesting content for the
communication by contamination process.
Platform 2
Allows to put hands on creativity in an easy
and fun way.
Produces great content for communicationby
contamination process.
Platform 3
Engages people in fun and innovative highly
involving ways.
It allows the viral effect in full throttle.

10. YOUNG MINDED PEOPLE
Artistic elite
Creative
masses
Artist
Mass
market
MessageExplore creativity.
W hoknows where it leads you?
enables you
Success
gives you
Rewards
gives you
Experiences
& Entertainment
Platforms

11. PLATFORM 1:
• Our idea is to proceed with Movimento sim.
• We can follow the “power to the artist” path. It seems appropriate. And “power” should
always be given via technology.
• And we can also develop additional/alternative paths.
• Movimento SIM should not be closed under one single path.
• The brand must continue to be an endorser.

12. IDEAS FOR MOVIMENTO SIM
"POWER TO THE ARTIST"

13. MOVIMENTO SIM Augmented Art Project

14. 1: MOVIMENTO
SIM
The Augmented Art Project is an initiative to create a series of public
art pieces like never seen before in the world.
These art pieces will be placed in the cities using one 3D augmented
reality tool to create the first Augmented Art exhibition in the world.
Augmented Art Project

15. 1: MOVIMENTO
SIM
How does this works?
We first invite 3D artists to know our project and let them “spread their
wings”, that is, we let them work on 3D sculptures to place in several
locations of the city.
Once an art piece is finished we map this artist’s work in 3D and we
place it somewhere in a geographic map.
An app designed specially for this project will determine one’s geo
location and will allow the user to see an art piece in 3D, that is, one
that you can circle and see all it’s sides, on a mobile phone or tablet.
Augmented Art Project

16. 1: MOVIMENTO
SIM
Augmented Art Project

17. 1: MOVIMENTO
SIM
Augmented Art Project

18. The objective is to spread a collection of art through out the city (Lisboa)
and make the project grow to every other cities in the world.
The project will have a website where users can find information
regarding the art spots (the places where the art pieces are), can build a
itinerary to visit the collection and can share any content related with the
art pieces.
1: MOVIMENTO
SIM
Augmented Art Project

19. IDEAS FOR MOVIMENTO SIM
An on-top Idea

20. MOVIMENTO SIM Projecto Mentor Criativo

21. 1: MOVIMENTO
SIM
The Projecto Mentor Criativo is a program oriented to learn,
share experiences and to encourage the creation of new content.
The players are, in one hand, talented young people making their first
steps in their passionate craft, on the other hand, well-known personalities
with a recognizable path in their creative line of work in Portugal.
This project will help Samsung to be perceived as a creativity enabler by
promoting the generation of new ideas and skills between people from the
same area.
Projecto Mentor Criativo

22. 1: MOVIMENTO
SIM
Projecto Mentor Criativo will support 9 (nine) areas
within the creative industries:
Projecto Mentor Criativo
ARCHITECTURE
VISUAL ARTS
FASHION MUSIC
PERFORMING ARTS
SOFTWARE&APPS
CINEMA
CULINARY
ADVERTISING

23. 1: MOVIMENTO
SIM
This Project can only take part with the help of both Samsung and some
selected extraordinary creative personas.
Together, they will scout for some young talented people and choose
among all of them, one from each creative area.
Once the mentoree is chosen, it will begin a collaboration with the
duration of one year.
Projecto Mentor Criativo

24. 1: MOVIMENTO
SIM
The creative pairs will organize their meetings on their own.
Samsung will provide them with the technology for a better
comunication, so nothing is lost in translation.
Also, a film crew will film the collaboration has it happens and interview
all the players from this creative fostering project when it ends.
Projecto Mentor Criativo

25. 1: MOVIMENTO
SIM
The first step, now, is to choose 9 creative mentors.
This is our vision:
Projecto Mentor Criativo
ARCHITECTURE
VISUAL ARTS
Together with Manuel Salgado, we’ll choose a
younger visionary architect to share his thoughts
with this mentor or even create a new project.
Paula Rego will foster a young artist/painter to
explore and share her experience with visual arts.
SOFTWARE&APPS
Together with José Tribolet (IST) we’ll scout for a
software genius to partner with highly recognized
engineer/developer and open the “road” to a new set
of forthcoming IT projects

26. 1: MOVIMENTO
SIM
Projecto Mentor Criativo
FASHION
MUSIC
PERFORMING ARTS
Together with Rodrigo Leão we’ll be looking
for a musician to work and learn from Rodrigo’s
experience.
Ruy de Carvalho with his many years of
experience will foster a young actor/actress in the
arts of performing.
Together with Augustus, we will find a young
fashion designer to learn from his long fashion
career.

27. IDEAS FOR MOVIMENTO SIM
AN ALTERNATIVE

28. Samsung Creative Clash

29. 2: Samsung Clash
One of the most amazing things about creativity is the power of combining
previously uncombined elements and create something new from it.
We’ve all seen this “power” at work, when Blues and Country combined into
Rock’n’Roll, or when Science and Cooking mixed into Molecular Gastronomy.
That’s why we are amazed when we see a new Clash of Creativity happen,
and Samsung will make it happen.
Creative Concept

30. 2: Samsung Clash
Samsung Clash will be a web-content series, always following the
same format: to clash two completely different creative industries
in order to create an amazing result.
Idea

31. 2: Samsung Clash
Cooking +
Cinema
A short film would describe the beauty and gorgeousness of a recipe
(e.g.FoodPorn)
The filming technique would comprise a close up shot of food and kitchen
utilities used in order to make a certain recipe.
The short would be directed by a famous cinema director and the recipe
would be made by a notable Chef.
The idea is that the film not only shows the recipe, but also tells a story.
Example

32. 2: Samsung Clash Example

33. 2: Samsung Clash
Architecture + Music
An architect and a musician will gather to make something brilliant:
make music with a building!
They will record sounds of an existing building.
Then, all sounds will be treated and made available in a Web-App
that can be used by everyone to make music, like a beat-machine.
Example

34. 2: Samsung Clash
Sound of
elevator pulley
Sound of lights
turning on
Sound of water
running in pipes
Sound of entrance
revolving door
Sound of garage
door opening
Example

35. 2: Samsung Clash
SAMSUNG SOUND MACHINE
Example

36. PLATFORM 2:
• This platform will be the one where we push co-creation to the limits.
• The Brand must assume a center role.
• It should be in a format where technology is there but what really is stressed out is the
connection between Samsung and all the creative industries.
• It has to have good entertainment values.

37. Samsung Creative Battles

38. 2: Creative Battles
The Samsung Creative Battles is a web based brand
activation that will put face-to-face a Guru from a creative
industry and the web crowd!
Concept

39. 2: Creative Battles
The guru and the crowd will have the same creative challenge.
Examples:
Rui
Reininho
The
Crowd
Write the new lyrics for the mega-hit "Dunas"
/
Idea

40. 2: Creative Battles
The guru and the crowd will have the same creative challenge.
Examples:
Edson
Athayde
The
Crowd
Create one commercial for the Samsung Galaxy S
/
Idea

41. 2: Creative Battles
Website

42. PLATFORM 3:
58
• In this platform, the ability to surprise and entertain is and absolute must.
• The connection between the brand, creativity (not just the creative industries) and
technology must be completely evident.
• The brand must assume a center role.
• We are aiming for stories that want to be told.

43. Samsung Creative Byites

44. Creative Byites
Interactive DJ
The Samsung Interactive DJ is an app that uses Bluetooth or Wi-fi
technology and it grants people the chance to use their cellphones/tablets to
send predefined sound bites that could be listened in a nightclub,
interacting with the DJ’s setlist.

45. Creative Byites
FantasPorto Haunted
Samsung will perform a big stunt in FantasPorto 2012.
Every photo taken in the press conferece will have a ghost
projected that will only be visible in digital cameras.

46. Creative Byites
That will be possible using a technology that
projects an image, every time it “sees” a flash
from a camera.
FantasPorto Haunted

47. Creative Byites
FantasPorto Haunted
After creating a media blast in the Press Conference, Samsung will take it
to the big audience and install it in a wall on Porto, so everyone can have a
picture of the Haunted Wall.
FantasPorto Haunted

48. Creative Byites
Holophonic Experience
Holophonic sound is an experience arranged with the intent to create
a 3-D stereo sound sensation for the listener of actually being in the
room, using conventional headphones.
Therefore we can create an amazing
interactive experience using only
one sense: hearing.

49. Creative Byites
The video starts by telling the user that he has been
invited to the grand opening of the first 8 Star Hotel in
the World. The Samsung Sensations Hotel.
This is a magic hotel, because each room is filled
with a truly amazing and unique experience.
Holophonic Experience

50. Creative Byites
Once the user enters the hotel, everything turns black. Someone yells
that the power has gone down. The user can only see green lights that
indicate the rooms.
The truly sound experience starts now!
Holophonic Experience

51. Creative Byites
User will:
-have goose skin when he enters one Room where foreign girls,
that talk a very strange language start flirting around his head .
-have fear when he enters the swimming pool and a lot of spooky
characters (sea creatures??) interact with him.
-laugh when he enters the Laugh Yoga Room and a crazy teacher
is running around the room laughing and doing practical jokes.
-shiver when he enters the lobby stairs where he steps into an
decorative armour and finds himself in the middle of a gentlemen duel.
-squirm when he enters into a very very crowded lift full of impacient
people
Holophonic Experience

52. BACK TO STRATEGY

53. HOW ALL THESE WILL FIT
73
Samsung presence
Video Youtube
event activity 1
Promotional
activity
& DB
Section for viral
activity n
Site Samsung
página Samsung
Site Samsung creative Battles
Site Samsung creative Byites
Newsletter
& DB
PR
Events
Apps
Sponsorship
SEO, Adwords,
Facebook Ads &
Display
All product and brand activity Creativity related activity supporting activity
site movimento SIM
Press

54. EX: HOW TO COMMUNICATE THE NEXT POWER TO THE ARTIST
ACTIVITY
74
Display
Site Samsung
página Samsung
Newsletter
& DB
PR
Public InstallationPower to the
artist´s next action
Blog seeding
Facebook Ads
Video of people
experimenting
site movimento SIM
TimeOut
Turism Office
etc.

55. IN CONCLUSION
75
We bring you a strategy
YOUNG MINDED PEOPLE
Artistic elite
Creative
masses
Artist
Mass
market
Message
Explore creativity.
W hoknows where it leads you?
& Entertainment
Platforms
enables you
Success
gives you
Experiences
gives you
Rewards

56. IN CONCLUSION
76
We bring you a strategy
Platforms
• Reinforce Samsung connection to creativity across target
• Bring Samsung brand to the center of communication
• Generate interactivity and co-creativity with (some of) the target
• Think communication as Cross line - not On & Off line
• Increase DB of people connected to the brand and build
relationships
• Start building Samsung as a Love brand

57. PROPOSED YEAR ACTIVITY
77
Jan Fev Mar Apr May Jun Jul Aug Sep Oct Nov Dez