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Emotions: Success, proud. Trailer style but not "too much". 2013-04-15 10:01:30 GMT 2013-04-17 09:00:00 (GMT +01:00) Amsterdam, CopenHagen, Madrid, Paris, Vilnius Yes (click here to learn more about ) Closed 0 0 0 direct invitation(s) have been sent by the voice seeker resulting in 0 audition(s) and/or proposal(s) so far. Voice123 SmartCast is seeking 25 auditions and/or proposals for this project (approx.) Invitations sent by SmartCast have resulted in 0 audition(s) and/or proposal(s) so far.
Samsung’s strong technological edge had always been the corner stone in marketing communications, and the launch of Samsung Galaxy S2 had been a success and gotten Samsung to a respectable market share of 26%. But still not on top.
At the same time, in South Korea, the development of the next Smart Phone was in full motion. A phone that would become the Samsung Galaxy S3 – The Human Phone - and directly compete with attributes owned by iPhone.
The core tagline for all communications became “Så mycker mer än smart” – “So much more than smart”.
Instead of competing against the summer’s big sports events we decided to be a part of, and work closely, with them. In addition to TV we also took this approach in print, out-of-home and online solutions.
The overall strategy focused on reactive, customized and innovative usage of traditional media.
With clever area and media customized copies, we showed the target group that the phone enriches everyday life. We were consistent and synchronized. We reacted to news. We were human.
And we succeded. Not only was it the most succesful smart phone launch in the history of Samsung, it also brought the market share to 39% in the nordics, making Samsung the New market leader.
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