Media:The film has featured acrossSamsung website and other digital platforms, social media channels as the videois 4:00 minute which was released on December 30, 2016.Execution: Samsung has launched anew television and digital campaign exhibiting its initiative to take customerservice to the doorstep of consumers. In October 2016, Samsung launched 535service vans to ensure timely service to customers in the remote corners ofIndia.
Samsung service network has increased from 2000 to 3000 service pointswhere it (Samsung) can reach maximum areas and making the service network,largest in India. CampaignAcceptance:Cheil India is amarketing company under Samsung group which offers advertising, publicrelations, shopper marketing, digital marketing etc. Samsung service campaignhas a great emotional connect across the world. Samsung is the country’s mosttrusted brand in the mobile and consumer goods categories has strengthened itsresponsibility to provide quality service in both urban and rural areas byautomating its service network.Campaignresults and awards:The campaign was spreadfast when it was launched on December 30, 2016 by getting 20 million (approximate)views on YouTube in first week itself. After one and half month, the campaignhas become the highest viewed advertising video in home appliances and smartphones category worldwide on YouTube and also across all categories in India. Samsung has won SpecialInternational Advertisement Award at Prestigious Korea advertising Awards for “Wewill take care of you- where ever you are” campaign.
Essence of the Campaign: Instead of talkingabout the product, Samsung has created a storyline that depicts the emotionalstory of Samsung service van engineer, who goes to a remote area to provide theservice by highlighting Samsung’s vision of creating long lasting relationshipwith its consumer’s thoroughly timely service across the country.Why digital media:Samsung wants itscampaign to be flexible so that it can be reached to the customers wherever theyare. The campaign is a 360 degree advertisement focusing on both above the line(ATL) and below the line (BTL) activities. Through digital media the Advertisementcan be time saving, cost effective, user can view the Advertisements morenumber of times as per their desire and the viewer’s preferences and interestscan be analyzed.
Digital media is accessible to any type of customerirrespective of demographics where the brands can easily penetrated into themarket.