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ADCentricity Case Study - Samsung 2009

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A case study outlining the results of a digital out-of-home campaign from 2009 for Samsung.

Published in: Business
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ADCentricity Case Study - Samsung 2009

  1. 1. 
 –
Samsung
Omnia
Case
Study
Campaign
Details
 Research
Conducted
By:

 
Campaign
Date:
April
2009
 
Target:
Female
50%
‐‐
Male
50%,
25
to
54
years
of
age
 

 
Campaign
Objective

 
To
 use
 digital
 out‐of‐home
 as
 a
 competitive
 advantage
 in
 order
 
to
promote
the
launch
of
Samsung’s
new
phone,
Omnia.
 

 Network
Categories:
• Target
key
geographic
areas
within
the
Canadian
market
to
 
 increase
audience
frequency
 Airports
• Increase
 brand
 and
 product
 awareness
 by
 using
 C‐Store
 breakthrough
creative
and
media
messaging
 Colleges
• Demonstrate
 the
 features
 and
 user
 experience
 of
 the
 new
 Entertainment
 handset
 Gas
Station

 Grocery
Campaign
Execution
 Health
Care

 Hospitality
Working
 closely
 with
 Cheil
 Communications,
 ADCentricity
 with
 Municipal
the
help
of
our
platform
system
ADVenue,
was
able
to
identify
a
 Office
Building
network
 of
 650
 screens
 in
 restaurants,
 bars,
 nightclubs
 and
 Personal
Care
convenience
 stores
 within
 a
 30
 mile
 radius
 of
 the
 targeted
 Residential
metropolitan
 areas
 in
 Vancouver,
 Calgary,
 Edmonton,
 the
 GTA
 Retail
and
Montreal,
with
a
high
frequency
of
25
to
54
year
olds.

 Shopping
Centre

 Transportation
Campaign
Findings
 

 
Campaign
helped
Samsung:
 “We
chose
digital
out‐of‐home
for
this

 campaign
because
it
was
cost
Achieve
 brand‐awareness
 levels
 in
 high
 90%+
 range
 in
 case
 of
aided
recall
 effective
and
allowed
us
to
have
far
Unaided
brand‐awareness
achieved
73%
 larger
reach
and
impact
in
terms
of
49%
brand‐awareness
increase
from
previous
year
 reaching
out
to
consumers
on
a
one‐47%
 of
 those
 polled
 that
 recalled
 the
 campaign
 ad,
 said
 they
 to‐one
basis.”

would
consider
purchasing
a
Samsung
cell
phone
 David
Mear,
Cheil
Communications


 
Campaign
Restuls
 

ADCentricity,
along
with
our
network
partners
were
able
to
over
deliver
 in
 ad
 plays
 with
 a
 total
 of
 837,691
 plays
 and
 1,111,060
audience
impressions.

• The
success
of
this
campaign
inspired
Samsung
to
dedicated
 90%‐95%
 of
 all
 media
 to
 digital
 out‐of‐home
 for
 new
 wireless
 product
 launches
 (according
 to
 David
 Mear,
 Cheil
 Communications).

• The
 company
 has
 already
 used
 the
 medium
 to
 promote
 previous
launches
including
the
introduction
of
its
Slide
and
 Instinct
models.


 Toronto
|
New
York
|
Calgary
|
London
*Mobile
results
were
not
released
at
the
time
of
submission
 Adcentricity.com
|
1‐888‐420‐3498



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