Media: 2016, Samsung launched 535 service vans

 

Media:

The campaign has
promoted through Samsung website and other digital platforms, social media
channels, the video is 4 minutes which was released on December 30, 2016.

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Execution:

Samsung has launched a
new television and digital campaign exhibiting its initiative to take customer
service to the doorstep. In October 2016, Samsung launched 535 service vans to
ensure on time service to customers in the remote areas of India. Samsung service
network has increased service points where it (Samsung) can reach maximum areas
and making the service network the largest in India.   

Campaign
Acceptance:

Cheil India is an
advertising agency under Samsung group which offers advertising, public
relations, shopper marketing, digital marketing etc. Samsung service campaign
has a great emotional connect across the world. Samsung is the country’s most
trusted brand in the mobile and consumer goods categories has strengthened its
responsibility to provide quality service in both urban and rural areas by
automating its service network.

Campaign
results and awards:

The campaign was spread
fast when it was launched on December 30, 2016 by getting twenty million (approximate)
views on YouTube in first week itself. After one and half month, the campaign
has become the highest viewed advertising video in home appliances and smart
phones category worldwide on YouTube and also across all categories in India.

Samsung has won Special
International Advertisement Award at Prestigious Korea advertising Awards for “We
will take care of you- where ever you are” campaign.

Essence of the Campaign:

In the campaign, the Samsung
service engineer has travelled to a remote village to repair a Television, this
shows that they can go at any extent for customer satisfaction and for long lasting
relationship. The emotional part in this advertisement has captured customers
from different age groups and regions.

Why digital media:

Samsung wants its
campaign to be flexible so that it can be reached to the customers wherever they
are. The campaign is a 360 degree advertisement focusing on both above the line
(ATL) and below the line (BTL) activities. Through digital media the Advertisement
can be time saving, cost effective, user can view the Advertisements more
number of times as per their desire and the viewer’s preferences and interests
can be analyzed. Digital media is accessible to any type of customer
irrespective of demographics where the brands can easily penetrated into the
market.

 

   Challenges:

·        
Innovation driven advertisements and
emotional connect with the people.

·        
Maintaining long lasting relationship
with their customers all over the country.

·        
As shown in the advertisement, the
providing the service on time as the major challenge.

 

 

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