Samsung Galaxy S5 Advertising Campaign 2013

1. 5
THE NEXT BIG THING JUST GOT BIGGER
Verna Abante
Natalie Bustamante
Rachel Grabau
Mai Melgarejo

2. AGENDA
• S A M S U N G G A L A X Y S 5 P RO D U C T I N T RO D U C T I O N
• O U R V I S I O N & P RO M I S E
• TA R G E T AU D I E N C E
• COMPETITORS ANALYSIS
• COMMUNIC ATION OBJECTIVES
• IMC STRATEGY & MEDIA BUDGET
• CREATIVE EXECUTION
• E F F E C T I V E N E S S

3. S A M S U N G
GALAXY S5

4. SAMSUNG GALAXY S5
I N T R O D U C I N G
In order to captivate potential buyers for the product, research was conducted to
determine the most effective way to reach the Samsung Galaxy S5’s target market. It was
found that users wanting a smart phone that not only met their needs, but exceeded
them.
This is what the Samsung Galaxy S5 has to deliver.
With its innovative and cutting edge technology in processing speed, camera quality,
and superior interface, the Samsung Galaxy S5 will prove to be a front runner among its
competitors and will continue to deliver in its promise to provide the best smart phone
for today’s current users.
This proposal was drafted for the 2014 launch of the new Samsung Galaxy S5. By
utilizing the seamless combination of various social media outlets, print, digital, and public
events, the Samsung Galaxy S5 will prove to be the best among the rest.
“The next big thing, just got bigger”

5. SAMSUNG GALAXY S5
I N T R O D U C I N G
Specs:
5.3” Display Screen
Multi-core Exynos CPU
16 MEGApixels Camera
2 Gigs of RAM
A new, faster GPU
Android 5.0 Kit Kat
50+ NEW Apps Downloads
*exclusive to Galaxy S5 users
Bigger. Bolder. Better.

6. V I S I O N
P R O M I S E

7. VISION
Vision
Expand on the idea of “The Next BigThing, Just Got Bigger” for the Samsung
Galaxy S5. We hope to captivate the hearts and minds of our consumers with a
smartphone that not only helps them, but enhances their everyday lives.
Brief
• Showcase the new Samsung Galaxy S5 in a way that appeals to those in need
of a new smart phone
• Display the phones latest and greatest technological advances
• “How is this the phone for me?”

8. PROMISE
16 Megapixel Camera + 64 Bit Processor + Easy Customizability
We promise our consumers a phone fully equipped for their needs - socially
and technologically.The shockingly crisp photographs captured with Samsung
Galaxy S5’s 16 MP camera will amaze expert photographs any day. Our
consumers are wild, adventurous, colorful, and unique. It makes sense, then,
that their smartphone reflect their personalities and with S5’s application
themes, bold phone backgrounds, modern ringtones and many more
customizable features, it will be easy to make a smartphone turn into a you-
phone.

9. TA R G E T
A U D I E N C E

10. TARGET AUDIENCE
Young, single female around her
mid to late twenties.Always on
the go and working hard towards
her career, Nicole is the perfect
target female for the Samsung S5
because she is always in need of a
phone to keep up with her hectic
lifestyle. Her interests include
outdoor activity, cooking, and
enjoys reading style magazines
such as Cosmopolitan andVogue.
MEET NICOLE.

11. TARGET AUDIENCE
SINGLE
24-35
COLLEGE
GRADUATE
60K
US
METROPOLITAN
CITY
A G E S TAT U S E D U C AT I O N I N C O M E LO C AT I O N
UPGRADES PHONE ONCE AYEAR
P U R C H A S E F R E Q U E N C Y

12. C O M P E T I T O R S

13. COMPETITORS
R A C E F O R T H E B E S T
To b e a t o u t m a j o r c o m p e t i t o r s s u c h a s t h e i P h o n e
and the HTC One , this media plan Is tailored to gain
the attention of not only cur rent Samsung user s but
also build awareness and adoption of new potential
customer s. The plan focuses on Samsung’s str engths
and oppor tunities.

15. C O M M U N I C A T I O N S
O B J E C T I V E S

16. COMMUNICATIONS OBJECTIVES
TARGET SIZE: 375 MILLION PEOPLE
85% aware that Samsung is launching a new
Galaxy model: The Galaxy S5.
75% understand that Samsung Galaxy S5 is a
superior smartphone due to its advanced functions
of high-speed core functionality and excellent camera
megapixels.
40% seek additional information about Samsung
Galaxy’s newest features.
30% attend participating retail stores to demo
Samsung Galaxy S5.
25% prefer and like Galaxy S5 over its
competitors.
16% buy Galaxy S5 as their next smartphone
purchase.

17. I M C S T R A T E G Y
M E D I A B U D G E T

18. IMC STRATEGY

19. MEDIA BUDGET

20. C R E AT I V E

21. TV COMMERCIALS
T V A d C o m m e r c i a l s w i l l fo c u s o n S a m s u n g G a l a x y
S 5 ’s a d v a n c e d mu s i c fe a t u r e s by u s i n g c u r r e n t p o p
culture b ands and ic ons to promote the sm ar tphone .
WHY IT WORKS:
T h e a d s w i l l a i r d u r i n g h i g h - r a t e d T V s h ow s s u c h a s
Moder n Family, Amer ican Idol, and New Gir l.

22. TV STORYBOARD
(SFX: FOOTSTEPS)
Young male walks to concert.
(music: imagine dragons - radioactive)
Shot of LA Greek Theatre.
(sfx: loud crowd sounds)
shot of young man recording band
with galaxy s5 phone.
shot of Young male drops phone on ground. (band member 1: everyone! has anyone seen
this man’s phone?)
shot of crowd on their iphones.
ignores band member’s announcement
yellow light illuminates from crowd. shot of samsung galaxy s5 as secondary music source. galaxy s5 end card

23. PRINT
WHY IT WORKS: Print ads in
magazine are a great source to
reach consumers in a niche
market. Music plays an integral
role in the Galaxy S5 smartphone
and will be heavily featured in
print ads.

24. BILLBOARDS
We will be utilizing billboard advertising to catch the attention of the busy
consumer. In order to compliment the new Samsung Galaxy s5, our goal is to
achieve a sleek, clean look for the billboard ads.
Our slogan,“The next big thing just got bigger” will be featured on several of the
billboards but we also want to demonstrate other short catchy messages that
will get the consumer interested in Samsung’s new advancements.

25. PANDORA
This innovative approach through
Pandora will inform the consumer
and offer them considerable
incentive. Radio will help reach
our objective to further aware
audiences of the S5.

26. CES TRADE SHOW 2014
Samsung will be attending the CES trade show in 2014.The Consumer Electronics
Show is one of the largest trade shows catering to people who are directly in the
industry that Samsung is trying to reach.The trade show has about 140,000 people
in attendance every year and brings great exposure to all brands in attendance.

27. CITY LAUNCH PARTY
• Most prestigious and exclusive nightclubs in
the nation supporting the launch theme
“The next big thing just got bigger.”
• Guests of the events will be able to view
the phone but behind an encased glass box
creating an eliminate of anticipation around
the soon to be launched product.
• Guests will be given “swag bags” containing
products used by the target demographic
including music download vouchers,
application download vouchers and Galaxy
S5 phone cases all to be used along with the
soon to be released phone.

28. SOCIAL MEDIA
Samsung Galaxy S5 will create
its very own official Facebook
fan page. Users will be
able to view exclusive content,
stay up to date with promotions
and new releases. Ultimately
fostering an intimate consumer to
brand relationship.

29. SOCIAL MEDIA
The Galaxy S5 will have an
Instagram account featuring
photos and brief captions of
what’s new!This app is great for
“to-the-point” messages as well
as instant photo demonstrations.
It will even further link the
consumer and brand.

30. SOCIAL MEDIA
Twitter is a great source for
Samsung Galaxy S5 to
communicate with fans and
users for brief questions, as
well as real time concise
updates. It will also be a good
medium for contests.
Vine is the latest social media
craze and many businesses are
taking advantage of the 6-sec
looping video upload feature.
Here, fans can take part in
showing off what their Galaxy
S5 does for them. Hashtags will
include #JustGotBigger
#GalaxyS5.

31. SALES PROMO
The Sales Promotion in
terms of coupon incentives
will be available to targeted
consumer during the Launch
month of April and the
Holiday months October
through
December.
$50 coupon/rebate towards
the purchase of the Galaxy
S5 phone.

32. SALES PROMO - PRINT
“Buy one get one free” promotion during
the “back to school” months in 2014.
With a majority of the Samsung mobile
users being in the age ranges of 18-39, it is
a useful tactic as many people around that
age and time will be returning to school
and will be in need of a new phone during
this time.

33. C O N C L U S I O N S

34. EFFECTIVENESS
Pre Test Groups
Surveys with questions and inquires on
advertisements (including print, billboard
and social media).
Social Media Handles
Partner with top Social Media analytic
company SumAll to effectively target our
demographic audience and measure critical
social media data on each channel

35. T H A N K Y O U .