The Samsung Wave is the new generation of smartphones, with outstanding hardware excellence.The screen experience is simply the best available in the market today. And with the Social Hub you have simple access to all your social networks. You will have access to the best quality apps available, enhanced by the screen experience. Samsung asked MEDIA REPUBLIC to develop a launch campaign for the Dutch market.
“They should be proud if they hold the Samsung Wave in front of their friends. A high quality product, which can compete with smartphones like Blackberry or iPhone.“ Primary overall objectives: Secure the most impactful and enduring product launch; To enhance the positive brand perception on Samsung Mobile; To create Top of Mind Awareness of the New Samsung Wave. Marketing objectives: Make the Wave the bestselling smartphone in the market for at least a period of 3 months.
The Samsung Wave offers: The best screen experience ever (thanks to Super AMOLED); Social Hub; and encompasses the (best) Apps available. Strategic focus is on Early N-Generation (age 19-34, Young urban professionals). MEDIA REPUBLIC coined the term “Samsung WAVE; The SmarterPhone”, to address the phone’s versatility and is is used as overall campaign message.
To secure the widest spread possible within the target audience, the mission is to maintain a high Top of Mind position, approximately until August 2010. The following media are employed: Prelaunch TVC, A teaser campaign with a minimum of postponed sales, TVC, Print media, Out of Home, Landmark, Online.