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THE NEXT BIG THING JUST GOT BIGGER Verna Abante Natalie Bustamante Rachel Grabau Mai Melgarejo

AGENDA

•  S A M S U N G G A L A X Y S 5 P RO D U C T I N T RO D U C T I O N •  O U R V I S I O N & P RO M I S E •  TA R G E T AU D I E N C E •  C O M P E T I TO R S A N A LY S I S •  C O M M U N I C AT I O N O B J E C T I V E S •  I M C S T R AT E G Y & M E D I A B U D G E T •  C R E AT I V E E X E C U T I O N •  E F F E C T I V E N E S S

S A M S U N G ���GALAXY S5

SAMSUNG GALAXY S5 I N T R O D U C I N G

In order to captivate potential buyers for the product, research was conducted to determine the most effective way to reach the Samsung Galaxy S5’s target market. It was

found that users wanting a smart phone that not only met their needs, but exceeded them.

This is what the Samsung Galaxy S5 has to deliver.

With its innovative and cutting edge technology in processing speed, camera quality, and superior interface, the Samsung Galaxy S5 will prove to be a front runner among its competitors and will continue to deliver in its promise to provide the best smart phone

for today’s current users.

This proposal was drafted for the 2014 launch of the new Samsung Galaxy S5. By utilizing the seamless combination of various social media outlets, print, digital, and public

events, the Samsung Galaxy S5 will prove to be the best among the rest.���

“The next big thing, just got bigger”���

SAMSUNG GALAXY S5 I N T R O D U C I N G

Specs: 5.3” Display Screen Multi-core Exynos CPU 16 MEGApixels Camera 2 Gigs of RAM A new, faster GPU Android 5.0 Kit Kat 50+ NEW Apps & Downloads *exclusive to Galaxy S5 users

Bigger. Bolder. Better.

V I S I O N & ���P R O M I S E

VISION Vision

Expand on the idea of “The Next Big Thing, Just Got Bigger” for the Samsung Galaxy S5. We hope to captivate the hearts and minds of our consumers with a smartphone that not only helps them, but enhances their everyday lives.

Brief •  Showcase the new Samsung Galaxy S5 in a way that appeals to those in need

of a new smart phone •  Display the phones latest and greatest technological advances •  “How is this the phone for me?”

PROMISE 16 Megapixel Camera + 64 Bit Processor + Easy Customizability

We promise our consumers a phone fully equipped for their needs - socially and technologically. The shockingly crisp photographs captured with Samsung

Galaxy S5’s 16 MP camera will amaze expert photographs any day. Our consumers are wild, adventurous, colorful, and unique. It makes sense, then, that their smartphone reflect their personalities and with S5’s application

themes, bold phone backgrounds, modern ringtones and many more customizable features, it will be easy to make a smartphone turn into a you-

phone.

TA R G E T A U D I E N C E

TARGET AUDIENCE

Young, single female around her mid to late twenties. Always on the go and working hard towards her career, Nicole is the perfect target female for the Samsung S5 because she is always in need of a phone to keep up with her hectic lifestyle. Her interests include outdoor activity, cooking, and enjoys reading style magazines such as Cosmopolitan and Vogue.

MEET NICOLE.

TARGET AUDIENCE

SINGLE 24-35

COLLEGE GRADUATE 60K

US METROPOLITAN

CITY

A G E S T A T U S E D U C A T I O N I N C O M E L O C A T I O N

UPGRADES PHONE ONCE A YEAR

P U R C H A S E F R E Q U E N C Y

C O M P E T I T O R S

COMPETITORS R A C E F O R T H E B E S T

To b e a t o u t m a j o r c o m p e t i t o r s s u c h a s t h e i P h o n e a n d t h e H T C O n e , t h i s m e d i a p l a n I s t a i l o r e d t o g a i n t h e a t t e n t i o n o f n o t o n l y c u r r e n t S a m s u n g u s e r s b u t a l s o b u i l d aw a r e n e s s a n d a d o p t i o n o f n e w p o t e n t i a l c u s t o m e r s . T h e p l a n f o c u s e s o n S a m s u n g ’ s s t r e n g t h s a n d o p p o r t u n i t i e s .

C O M M U N I C A T I O N S ���O B J E C T I V E S

COMMUNICATIONS OBJECTIVES TARGET SIZE: 375 MILLION PEOPLE

85% aware that Samsung is launching a new Galaxy model: The Galaxy S5. 75% understand that Samsung Galaxy S5 is a superior smartphone due to its advanced functions of high-speed core functionality and excellent camera megapixels. 40% seek additional information about Samsung Galaxy’s newest features. 30% attend participating retail stores to demo Samsung Galaxy S5. 25% prefer and like Galaxy S5 over its competitors. 16% buy Galaxy S5 as their next smartphone purchase.

I M C S T R A T E G Y & ���M E D I A B U D G E T

IMC STRATEGY

MEDIA BUDGET

C R E AT I V E

TV COMMERCIALS T V A d C o m m e r c i a l s w i l l f o c u s o n S a m s u n g G a l a x y S 5 ’ s a d v a n c e d mu s i c f e a t u r e s b y u s i n g c u r r e n t p o p c u l t u r e b a n d s a n d i c o n s t o p r o m o t e t h e s m a r t p h o n e . W H Y I T WO R K S : T h e a d s w i l l a i r d u r i n g h i g h - r a t e d T V s h ow s s u c h a s M o d e r n F a m i l y, A m e r i c a n I d o l , a n d N e w G i r l .

TV STORYBOARD

(SFX: FOOTSTEPS) Young male walks to concert.

(music: imagine dragons - radioactive)Shot of LA Greek Theatre.

(sfx: loud crowd sounds)shot of young man recording band with galaxy s5 phone.

shot of Young male drops phone on ground. (band member 1: everyone! has anyone seenthis man’s phone?)

shot of crowd on their iphones. ignores band member’s announcement

yellow light illuminates from crowd. shot of samsung galaxy s5 as secondary music source. galaxy s5 end card

PRINT

WHY IT WORKS: Print ads in magazine are a great source to reach consumers in a niche market. Music plays an integral role in the Galaxy S5 smartphone and will be heavily featured in print ads.

BILLBOARDS

We will be utilizing billboard advertising to catch the attention of the busy consumer. In order to compliment the new Samsung Galaxy s5, our goal is to achieve a sleek, clean look for the billboard ads. Our slogan, “The next big thing just got bigger” will be featured on several of the billboards but we also want to demonstrate other short catchy messages that will get the consumer interested in Samsung’s new advancements.

PANDORA

This innovative approach through Pandora will inform the consumer and offer them considerable incentive. Radio will help reach our objective to further aware audiences of the S5.

CES TRADE SHOW 2014

Samsung will be attending the CES trade show in 2014. The Consumer Electronics Show is one of the largest trade shows catering to people who are directly in the industry that Samsung is trying to reach. The trade show has about 140,000 people in attendance every year and brings great exposure to all brands in attendance.

CITY LAUNCH PARTY

•  Most prestigious and exclusive nightclubs in the nation supporting the launch theme “The next big thing just got bigger.”

•  Guests of the events will be able to view the phone but behind an encased glass box creating an eliminate of anticipation around the soon to be launched product.

•  Guests will be given “swag bags” containing products used by the target demographic including music download vouchers, application download vouchers and Galaxy S5 phone cases all to be used along with the soon to be released phone.

SOCIAL MEDIA

Samsung Galaxy S5 will create its very own official Facebook fan page. Users will be able to view exclusive content, stay up to date with promotions and new releases. Ultimately fostering an intimate consumer to brand relationship.

SOCIAL MEDIA

The Galaxy S5 will have an Instagram account featuring photos and brief captions of what’s new! This app is great for “to-the-point” messages as well as instant photo demonstrations. It will even further link the consumer and brand.

SOCIAL MEDIA Twitter is a great source for Samsung Galaxy S5 to communicate with fans and users for brief questions, as well as real time concise updates. It will also be a good medium for contests.

Vine is the latest social media craze and many businesses are taking advantage of the 6-sec looping video upload feature. Here, fans can take part in showing off what their Galaxy S5 does for them. Hashtags will include #JustGotBigger #GalaxyS5.

SALES PROMO

The Sales Promotion in terms of coupon incentives will be available to targeted consumer during the Launch month of April and the Holiday months October through December. $50 coupon/rebate towards the purchase of the Galaxy S5 phone.

SALES PROMO - PRINT

“Buy one get one free” promotion during the “back to school” months in 2014. With a majority of the Samsung mobile users being in the age ranges of 18-39, it is a useful tactic as many people around that age and time will be returning to school and will be in need of a new phone during this time.

C O N C L U S I O N S

EFFECTIVENESS Pre Test Groups Surveys with questions and inquires on advertisements (including print, billboard and social media). Social Media Handles Partner with top Social Media analytic company SumAll to effectively target our demographic audience and measure critical social media data on each channel

T H A N K Y O U .