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September 23, 2009

Success for Samsung's UK tour

A recent experiential campaign aimed to raise brand awareness and encourage trial of the new Samsung JET mobile phone successfully reached over 450,000 consumers and yielded 44,000 active engagements with the brand.

The activity, executed by experiential agency TRO, was designed in line with Samsung’s ATL Impatience is a Virtue campaign, and targeted socially active urbanites and techno-savvy professionals.

Running from mid June through to early August, the roadshow visited prime locations across the UK: London (Central, East and West), Bristol, Birmingham, Derby and Newcastle. Its focal point was an open stylish premium stand featuring various touch points. The consumer experience highlighted the phone’s ultra fast capabilities, with the aim of engaging and ultimately encouraging sales.

Consumers were able to interact face-to-face with a brand ambassador or with the Samsung JET handset on a series of plinths. The chance to win a JET handset was offered daily through a Batak wall game and a Java-based game via the handsets on the stand. This boosted participation and data capture.

JET propelled: Samsung takes is mobile phone to the people

Flyers distributed by brand ambassadors featured a dedicated website and carried a gift-with-purchase mechanic to drive footfall to neighbouring retail outlets and online. The 100,000 flyers prompted 3,750 competition entries.

“We’re very pleased with the figures,” said Samsung marketing manager Anne-Sophie Frenove. “The stand’s high visibility ensured that large numbers of prime customer targets had an opportunity to see and familiarise themselves with the JET’s features, but the number of flyers distributed and competition entries received are evidence of the deeper level of engagement achieved amongst a significant number of customer prospects.”

TRO applied its own internally-developed evaluation system to measure the campaign’s effectiveness, which confirm the success of the activity. The results were significantly higher than would have normally been predicted from this type of experiential activity.

“We knew the target audience are drawn to progressive mainstream areas of the cities within which they live and work,” said TRO account director Chris Wareham. 

“Our solution was, therefore, to take the experience to high-footfall boutique shopping centres – such as Westfield, Cabot Circus Bristol and the Newcastle Metro Centre – at weekends, and visit high-footfall train stations and business districts during the week.

“Giving consumers a range of ways in which to engage with a brand, such as online, print and live, helps ensure high exposure and reaches targets via the most appropriate medium for them at the time.”



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