Samsung Thailand ถอดรหัส (Unlock The Code) ลุ้นรับ Galaxy Note3+Gear https://www.youtube.com/watch?v=HkLm5AVVEvY&ab_channel=SamsungThailand ----------------------------------------------------------------------------------- Samsung Mob!lers Samsung Galaxy Digital Marketing Contest for Samsung Galaxy S lll September 2012 Team “Milky Way” Miss Patrapatu Charanvatnakit Miss Thitapa Sukkasem Miss Varisa Anunturumporn

2. Keeps the phone on while you
are watching.
Smart stay
Simply touch two Galaxy S IIIs
together for NFC connection.
S Beam
Capture up to 20 continuous
shots (3.3 shots/sec)
Product and Features
Recommends the best photo
from a burst of 8 shots.
Burst shot
Best photo
On Ground
Activitiy
Time Frame
& KPI
Digital
MKTG Plan
Conclusion
Target
Market
SWOT
Analysis
Product &
Features
Viral Video
Designed for human, inspired by nature

3. Target Market
• Thammasat University (Tha Prachun Campus)
• Male and female Thammasat university students aged 17-24
• Late Gen X and early Gen Y
• Mobile phones depict lifestyle
• Loves socializing
• Follows trends
• Fun-loving, loves convenience
• Loves new technology and features (tech-savvy)
• Highly connected to friends and family
• Changes phones constantly to keep up with trends and technology
• Takes online reviews, W-O-M into consideration when purchasing a new phone
• Spends a lot of time online on networking through social audience
• Uses mobile phones as a „connector‟ to social life
On Ground
Activitiy
Time Frame
& KPI
Digital
MKTG Plan
Conclusion
Target
Market
SWOT
Analysis
Product &
Features
Viral Video
Geographic
Demographic
Psychographic
Behavioral

4. Target Market
On Ground
Activitiy
Time Frame
& KPI
Digital
MKTG Plan
Conclusion
Target
Market
SWOT
Analysis
Product &
Features
Viral Video
Product-related
• Favors long-lasting battery life
(smart stay helps limit the screen backlight)
• Constantly uses smart phones throughout the
day and even before bed
• Wants convenience
• Has lower patience
(takes advantage of anything that is time saving)
• Enjoys socializing with friends and family
• Loves expressing through photographs
• Enjoys taking photos of many acts
• Capture action shots
• Wants convenience
• Likes to choose photos
• Capture action shots
Smart Stay
S Beam
Burst Shot
Best Photo

5. SWOT Analysis
STRENGTHS
THREATS
WEAKNESSES
OPPORTUNIES
• Wide and clear screen (4.6-inch HD Super
AMOLED touch screen)
• Faster speed (CPU Quad-core Processor
up to 1.4GHz)
• Corning Gorilla Glass
• New and unique smart phone functions
e.g. S voice, S beam, Smart stay, etc.
• Camera functions: 8-megapixel, Burst
shots, Best photo, Zero shutter
• Light weight
• Removable batteries and a Micro-SD slot
• Increase sales and market share
• Android 4.1 Jelly Bean (constant
improvement of platform)
• Accessories for SAMSUNG GALAXY S III
e.g. case, smart phone pen, battery charger
• Hard to develop its software due to the
source code (IOS)
• Screen is wider and body is thicker may be
unattractive
• High end pricing could be repellent for
certain group
• The plastic material may make the product
look cheapen
• High smart phone market competition
• Consumer‟s brand loyalty for other brands
• Technology may be copied
On Ground
Activitiy
Time Frame
& KPI
Digital
MKTG Plan
Conclusion
Target
Market
SWOT
Analysis
Product &
Features
Viral Video

6. Viral Video
On Ground
Activitiy
Time Frame
& KPI
Digital
MKTG Plan
Conclusion
Target
Market
SWOT
Analysis
Product &
Features
Viral Video
Create a short action–suspense film featuring secret agent who is on
a mission and carefully integrating the three features of the Galaxy S
III into the storyline. The video will be exciting and intriguing to
watch. We expect the video to be viewed and shared by teenagers
and young adults, mainly university students. The viewers‟ raised
curiosity will then bring them to our Facebook page which will be at
the end of the film where they can get updates on the sequel.
Uploading the video clip onto the internet via YouTube and share it
on to our Facebook page (facebook.com/MissionBeyondGalaxy).
• Film is one of the top 5 categories of the most popular category
on YouTube among Thais.*
• The ending of the story will create suspense for viewers; this will
hold their interest and bring them to follow-up on the story on
Facebook and also lead up to our ground activities
WHAT
HOW
WHY
Viral Video Social Network Event
* Source: ZocialRank

7. What is „The Mission‟?
The Government is after a secret program implemented by a world class terrorist.
The key to discovering that scheme lies with a secret agent under the code name
“Neptune”. There have been sightings of Neptune all around the world, with the
most recent sighting being here in our very own city. Secret agents of the
Government around the city are notified and given orders to track her down. “
Agent 3” spots the target and chases after her. Neptune outruns “Agent 3” and
goes into hiding. It is certain that Neptune is still in the area and “Agent 3” is to
track her down, looking for any clues that may lead to her whereabouts.
On Ground
Activitiy
Time Frame
& KPI
Digital
MKTG Plan
Conclusion
Target
Market
SWOT
Analysis
Product &
Features
Viral Video

8. Video Storyboard
Shot 1 Title: Profile
• Shows the profile of the target “Neptune”
Shot 2 Title: Target was spotted in the area
(Burst shot)
• Burst shot feature is used to take pictures
of “Neptune”
Shot 3 Title: Target is on the move
(Best photo)
• Best photo feature is used to capture a
decent photo of “Neptune” to send to the
other spy agents
Shot 4 Title: Find her! (S-Beam)
• The main character “Agent 3” (a secret
agent) retrieves the photo of the target
via S-Beam from another agent
On Ground
Activitiy
Time Frame
& KPI
Digital
MKTG Plan
Conclusion
Target
Market
SWOT
Analysis
Product &
Features
Viral Video
Objective: To portrait the 3 features through an entertaining story that appeals to
university students.
Shot 5 Title: They are always women
• The agent studies the photograph
Shot 6 Title: Today is my lucky day
(Smart stay)
• A woman walking nearby catches
his eye, it turns out to be his target
• As he diverges his eyes toward her,
the phone goes to „sleep‟ – smart
stay feature
Shot 7 Title: Run, run, fast as you can
• The agent chases after the target
• The target escapes

9. Video Screenshots
Mission
Impossibru
On Ground
Activitiy
Time Frame
& KPI
Digital
MKTG Plan
Conclusion
Target
Market
SWOT
Analysis
Product &
Features
Viral Video
Tags: mission impossible impossibru cool action short movie film code spy secret agent phone
telephone agent 3 neptune mobile smartphone samsung galaxy s III 3 s3 sIII human s stay s beam
best shot best photo feature thai eng subtitle entertainment tom cruise
The video will be
in Thai with
English subtitles.
BURST SHOT BEST PHOTO
S-BEAM SMART STAY

10. Key Message
On Ground
Activitiy
Time Frame
& KPI
Digital
MKTG Plan
Conclusion
Target
Market
SWOT
Analysis
Product &
Features
Viral Video
1. Send key message
through digital
marketing plan
2. Consumers test
out product at
display (Event)
3. Get confirmation
of public through
feedback (online
social media)
The Strategic
Consistency Triangle
by Sandra E. Moriarty
Samsung Galaxy S III is a smartphone which is
enjoyable to use for fun, „cool‟ and exciting users.

11. Online Campaign
On Ground
Activitiy
Time Frame
& KPI
Digital
MKTG Plan
Conclusion
Target
Market
SWOT
Analysis
Product &
Features
Viral Video
Objective: To engage users and keep them interested while constantly suggesting the
use and other functions of Samsung Galaxy SIII.
• Continuing the story
• Current status of the mission
• Whereabouts of the target
Viral Video Social Network Event
• The video can become more viral by posting it onto
our Facebook page and increase shares
• The page will be used to promote our on ground
activity “Crack the Code: the Galaxy is in your hands”
Updates
PR
• In order to create interactivity, there will be many online small
activities and even mini contests, where users can win prizes.
• Some examples of the activities are: Question and answer games,
Mind Puzzles, A quiz (using Facebook application), etc.
Activities
A Facebook fan
page will be created
to give updates as
follow up on the
story which will
continue on up until
the event is held.

12. Use of Social Media
On Ground
Activitiy
Time Frame
& KPI
Digital
MKTG Plan
Conclusion
Target
Market
SWOT
Analysis
Product &
Features
Viral Video
The sequel video is an introduction to the On Ground
Activity at Thammasat University. The clip is short and the
plot comes to when “Agent 3” finds “Neptune”. “Neptune”
drops her mobile phone which contains crucial information
(secret program). The problem is a 4-digit password is
needed to unlock the phone. It ends with an encouragement
to come join the event and unlock the mystery.
Viral Video Social Network Event
Sequel
Video
Bring fans from online to offline.
Unlock the code by playing a fun and exciting
game with SAMSUNG GALAXY S III at university.

13. On Ground Activity
Time Frame
& KPI
Digital
MKTG Plan
Conclusion
Target
Market
SWOT
Analysis
Product &
Features
The event continues from the Video Sequel where the spy agent has to
crack the code from the smartphone which allows him to obtain the
secret program. The event participants will 'assist' Agent 3 in the search
for that secret code, which will be taped, scattered, around the campus.
Each time a part of the code is found, participants are required to take
photos with those codes.
Encourage our Facebook fans to attend the event at Thammasat
University (Tha Prachun Campus) through social media and print
advertisement (posters and brochures). The activities will be held
throughout the demonstration of the product.
• To bring fans from online to outdoor, meeting face-to-face on field
• Engage viewers with the video's main character and continue to build
the relationship
• Create a fun and enjoyable way to promote the smart phone
• Get people to come and test drive Samsung Galaxy S III
WHAT
HOW
WHY
Viral Video Social Network Event
On Ground
Activitiy
Viral Video

14. Event Day Activity
Preceding activities
• PR online via Facebook and Instagram to our fans
• Put up posters around campus for advertising a few days leading up to the event
Ground activities
• Distribute brochures to university students at Thammasat University
(Tha Prachun campus), inviting them to participate in the event
– Explain to participants what they are required to do to win the game
• Welcome participants at the Faculty of Commerce and Accountancy
– Assist participants in finding the clues – they have to take pictures
– Check whether the participants got the right answer
– Hand out prizes
• Ask participants to upload the photos on the Facebook page
• Set up a kiosk/booth using banners, standees, wall displays
– Demonstrate the product (Samsung Galaxy S III) and demonstrate how it works
– Invite people who pass by to have a test drive
On Ground
Activitiy
Time Frame
& KPI
Digital
MKTG Plan
Conclusion
Target
Market
SWOT
Analysis
Product &
Features
Viral Video
Objective: Using strategic marketing techniques and tactics to create interactivity and
encourage people who are engaged online to come offline in order to continue building
the relationship, joining our activities, and trial test the product (Samsung Galaxy S III).

15. Event Day Brochure
On Ground
Activitiy
Time Frame
& KPI
Digital
MKTG Plan
Conclusion
Target
Market
SWOT
Analysis
Product &
Features
Viral Video

16. Event Day Activity Answers
On Ground
Activitiy
Time Frame
& KPI
Digital
MKTG Plan
Conclusion
Target
Market
SWOT
Analysis
Product &
Features
Viral Video
ต ้นโพธิ์ธรรมศาสตร์ ตึกโดมธรรมศาสตร์ ประตูสนามฟุตบอล คณะพาณิชยศาสตร์ฯ

17. Time Frame
On Ground
Activitiy
Time Frame
& KPI
Digital
MKTG Plan
Conclusion
Target
Market
SWOT
Analysis
Product &
Features
Viral Video
September November December
ONLINE
Facebook
• Character introduction
• Story updates
• Online activities
Instagram
Youtube
• Viral video
• Sequel video
ON GROUND
PR Event
• Promote event online
• Posters and brochures
Event Day

18. Key Performance Indicator
On Ground
Activitiy
Time Frame
& KPI
Digital
MKTG Plan
Conclusion
Target
Market
SWOT
Analysis
Product &
Features
Viral Video
MEASURING DIGITAL MARKETING EFFECTIVENESS
Exposure/popularity
– Number of fans (likes)
– Number of users exposed to posts (reach / views)
– Number of unique visitors
Quality of customer relationships
– Number of visits by unique visitors
– Amount of likes, comments and shares
– Share of conversation
– Number of participants for activities
Ability to target users
– Profile of visitors and fans (demographic)
EVENT KEY PERFORMANCE INDICATORS
– Demographic analysis of visitors
– Number of participants that attended the event
– Number of game players
– Number of prizes given away

19. Key Success Factors
On Ground
Activitiy
Time Frame
& KPI
Digital
MKTG Plan
Conclusion
Target
Market
SWOT
Analysis
Product &
Features
Viral Video
A
Successful
Campaign
Relevancy
story is related to
target market
Interactivity
content allows for
two way
communication
Entertainment
video + event are
creative and fun
Progression
video is viral and
has a sequel story
Engagement
activities on social
media to create a
relationship

20. Summary
Mission Impossibru
An exciting action clip that uses different
features of the Samsung Galaxy S III in
the story. At the end, there is a link to the
Facebook page where fans can continue
to check updates about the characters.
On Ground
Activitiy
Time Frame
& KPI
Digital
MKTG Plan
Conclusion
Target
Market
SWOT
Analysis
Product &
Features
Viral Video
Viral Video Social Network Event
Mission Beyond Galaxy
Through the use of facebook.com/MissionBeyondGalaxy
the page will be used as a platform to update the story of
“Agent 3” and “Neptune”. There will also be activities to
interact with Facebook users and gain their interest.
Moreover we will use Instagram to update pictures.
Crack the Code:
the Galaxy is in your hand
Invite university students at
Thammasat Tha Prachun to come
join and play game which relating
to Mission Impossibru. At the
same time there will be a display
of the Samsung Galaxy S III.
Sequel Video